System and method for selecting a gift based on a web page context

ABSTRACT

Disclosed herein are systems, methods, and non-transitory computer-readable storage media for processing gifts based on a web page context. A system practicing the method receives an indication that a giver has selected a user-selectable object on a web page, the selectable object being associated with a gift the giver desires to give to a recipient. The system presents to the giver a proposed gift based on a context of the web page. Upon giver confirmation of the gift for the recipient, the system establishes a policy such that when the recipient makes a qualifying purchase to buy the gift using a recipient account, wherein the recipient account exists prior to the giver confirmation, a gift amount is applied to the recipient account.

RELATED APPLICATIONS

This continuation application claims priority to U.S. Nonprovisionalapplication Ser. No. 12/967,253, filed 14 Dec. 2010, the contents ofwhich are herein incorporated by reference in their entirety.

BACKGROUND

1. Technical Field

The present disclosure relates to gift cards and more specifically togift cards that are redeemable without use of a physical gift card, giftcertificate, or electronic gift code but rather via the use of a giftcard recipients' existing credit/debit card or credit/debit card numberaccording to an established policy.

2. Introduction

Gift cards have been used for many years as a mechanism for individualsto give a certain amount of money to a recipient. One example platformthat illustrates the current variety of available gift cards isAmazon.com. At the Amazon.com website, a gift card link sends a giver ofa gift card to a mechanism in which the giver can purchase gift cards ina variety of forms. Examples include personalized physical gift cardsthat a giver can print and/or have mailed to a recipient. Amazon.comprovides email gift cards in which the giver enters an amount and aquantity and recipient email address with a message. The redemptionprocess is only through Amazon.com or its affiliated websitewww.endless.com and the website deducts purchases from the gift cardbalance. They explain that they will place any unused balance in therecipient's gift card account when redeemed. They expressly state thatsuch gift cards cannot be reloaded, resold, transferred for value,redeemed for cash, or applied to any other account, except to the extentrequired by law. In some cases, even email gift cards from Amazon.comrequire various steps in order to redeem the gift cards. Amazon.comsends the recipient an email that requires the recipient to click on alink to a principal gift card. In some cases, Amazon.com sends a longgift code to the recipient that the recipient must input in a specialgift code field when making a purchase. These long codes can bedifficult to enter accurately because they are alphanumeric. Otherproblems can arise when using any kind of link or code or requiring theuser to perform any additional steps to redeem the gift card.

Amazon.com also offers a variety of gift cards from resellers such asHome Depot, Applebee's, P.F. Chang's, and so forth. These physical giftcards are mailed to the recipient and are for a specific amount. Similargift cards can be printed on a printer for similar use. However, anumber of problems exist with these different approaches to gift cards.For example, consider the case when a physical gift card for arestaurant such as P.F. Chang's for $50 is given and the recipient onlyspends $40 at P.F. Chang's. No easy mechanism exists for the recipientto know how much money is left on a particular gift card. Over timethroughout the country millions of dollars are left unused due to thisexcess money associated with gift cards. Additionally, money is leftunused when the recipient fails to keep track of gift cards or throwsthem away.

As noted in the Nov. 19, 2010, New York Times article “The MoreConvenient Gift Card”, found athttp://bucks.blogs.nytimes.com/2010/11/19/the-more-convenient-gift-card/,many solutions are being proposed for making “gift cards easier and moreconvenient to use”, including an iPhone based alternative to manage giftcards. However, the iPhone application requires recipients to uploadtheir gift cards by entering their gift card numbers such that retailerscan use the bar codes as shown on the iPhone. The problem of userslosing track of gift cards still exists. The article ends with thequestion “How do you make gift cards more convenient, so you don'tforget to use them or don't lose track of them?” This article succinctlysummarizes the current state of the art. The current approaches andimprovements to gift cards are helpful and make gift cards somewhateasier, but still require complicated steps. Current approaches do notsolve the fundamental problem of the recipient forgetting to use a giftcard or losing track of a gift card. A solution is required.

SUMMARY

Additional features and advantages of the disclosure will be set forthin the description that follows, and in part will be obvious from thedescription, or can be learned by practice of the herein disclosedprinciples. The features and advantages of the disclosure can berealized and obtained by means of the instruments and combinationsparticularly pointed out in the appended claims. These and otherfeatures of the disclosure will become more fully apparent from thefollowing description and appended claims, or can be learned by thepractice of the principles set forth herein.

Disclosed herein are systems, methods, and non-transitorycomputer-readable storage media for processing gifts based on a web pagecontext. A system practicing the method receives an indication that agiver has selected a user-selectable object on a web page, theselectable object being associated with a gift the giver desires to giveto a recipient. The giver can be associated with a giver account thatexisted prior to the giver confirmation, and the recipient account canbe independent of the giver account. The proposed gift can include aproduct category, a family of products, a set of products sharing atleast one common attribute, a product line, and/or a specific product.The system can also identify a giver profile prior to the giverconfirmation. The proposed gift can be further based on the giverprofile.

The system presents to the giver a proposed gift based on a context ofthe web page. The context can include a current view of the web page, abrowsing history, user interactions with the web page, and so forth. Thesystem can, upon the giver navigating away from the web page to a newweb page, update the proposed gift based on a new context of the new webpage. In this process, the user-selectable object can persist betweenthe web page and the new web page as a continuous entity or as twoseparate entities that share information for a continuous userexperience.

Upon giver confirmation of the gift for the recipient, the systemestablishes a policy such that when the recipient makes a qualifyingpurchase to buy the gift using a recipient account, wherein therecipient account exists prior to the giver confirmation, a gift amountis applied to the recipient account. Receiving a selection of therecipient can be part of the giver confirmation. Further, the system cansend a notification that the policy has been established to the giverand/or the recipient. The notification to the giver and receiver mayinclude different information.

BRIEF DESCRIPTION OF THE DRAWINGS

In order to describe the manner in which the above-recited and otheradvantages and features of the disclosure can be obtained, a moreparticular description of the principles briefly described above will berendered by reference to specific embodiments thereof that areillustrated in the appended drawings. Understanding that these drawingsdepict only exemplary embodiments of the disclosure and are nottherefore to be considered to be limiting of its scope, the principlesherein are described and explained with additional specificity anddetail through the use of the accompanying drawings in which:

FIG. 1 illustrates an example system embodiment;

FIG. 2A illustrates an example flow for processing a virtual gift card;

FIG. 2B illustrates an exemplary debit card processing architecture;

FIG. 2C illustrates an exemplary credit card processing architecture;

FIG. 3 illustrates an example method embodiment for processing a virtualgift card;

FIG. 4A illustrates a sample system configuration for processing virtualgift cards;

FIG. 4B illustrates a sample system configuration for processing virtualgift cards exclusively in an online retail environment;

FIG. 4C illustrates an exemplary packet structure for communicatingvirtual gift card transactions with a server;

FIG. 5A illustrates an example login prompt in a process for sending avirtual gift card;

FIG. 5B illustrates an example virtual gift card configuration screen ina process for sending a virtual gift card;

FIG. 5C illustrates an example notification email to a recipient of avirtual gift card;

FIG. 5D illustrates an example confirmation email to a recipient of avirtual gift card that the virtual gift card was successfully applied toa transaction;

FIG. 5E illustrates an example reminder email to a recipient of anoutstanding balance on a virtual gift card;

FIG. 6 illustrates a sample flow for a releasing funds of a virtual giftcard;

FIG. 7 illustrates an example management portal for received virtualgift cards;

FIG. 8 illustrates an example management portal for sent virtual giftcards;

FIG. 9 illustrates an example interface for managing policies associatedwith virtual gift cards;

FIG. 10 illustrates an exemplary method for managing virtual gift cards;

FIG. 11A illustrates a first exemplary user interface for addingpromotions to a virtual gift card;

FIG. 11B illustrates a second exemplary user interface for addingpromotions to a virtual gift card;

FIG. 12 illustrates an exemplary method embodiment for adding apromotion to a virtual gift card;

FIG. 13 illustrates an exemplary suggested recipient list of virtualgift cards in a social networking context;

FIG. 14 illustrates an example virtual gift card scheduler interface;

FIG. 15A illustrates an example interface for a group virtual gift card;

FIG. 15B illustrates an example architecture for interfacing betweenonline merchants, social networks, and banks;

FIG. 16 illustrates an example method embodiment for a group virtualgift card;

FIG. 17A illustrates a sample virtual gift card interface integrated ata main level of an online merchant;

FIG. 17B illustrates a sample virtual gift card interface integrated ata general category level of an online merchant;

FIG. 17C illustrates a sample virtual gift card interface integrated ata specific category level of an online merchant;

FIG. 17D illustrates a sample virtual gift card interface integrated atan item level of an online merchant;

FIG. 18 illustrates an example method embodiment for intelligentlypopulating and transitioning between what to offer a potential giver asthey navigate an online merchant site;

FIG. 19 illustrates an example system embodiment for providing apredictive list of virtual gift cards and/or recipients;

FIG. 20 illustrates an view of the example website with the predictivevirtual gift card widget expanded;

FIG. 21 illustrates a sample method embodiment for providing apredictive list of virtual gift cards and/or recipients;

FIG. 22 illustrates an example system configuration for processing avirtual gift card in connection with a club card;

FIG. 23 illustrates an example method embodiment for processing avirtual gift card in connection with a club card;

FIG. 24 illustrates an example user interface for dynamic suggestionsfor and adjustments to a virtual gift card by the giver;

FIG. 25A illustrates a example user interface for a virtual gift cardfor an item of an as yet unknown value;

FIG. 25B illustrates an example confirmation user interface for avirtual gift card for an item of an as yet unknown value;

FIG. 26 illustrates a system and control flow for processing virtualgift cards for items with an as yet unknown value;

FIG. 27 illustrates an example method embodiment for processing virtualgift cards for items with a value not yet known;

FIG. 28 illustrates an example payment processing chain;

FIG. 29 illustrates a timeline for a “dinner and a movie” scenario;

FIG. 30 illustrates an exemplary user interface for requesting a reversevirtual gift card; and

FIG. 31 illustrates a method embodiment of managing a group paymentassociated with a payment transaction.

DETAILED DESCRIPTION

Various embodiments of the disclosure are discussed in detail below.While specific implementations are discussed, it should be understoodthat this is done for illustration purposes only. A person skilled inthe relevant art will recognize that other components and configurationsmay be used without parting from the spirit and scope of the disclosure.Any particular function disclosed in connection with one embodiment oraspect can expressly be integrated into another disclosed embodiment,function or aspect. This disclosure considers mixing and matching of thevarious functions although particular functions are not specificallydiscussed in one example.

The present disclosure addresses the need in the art for removinghurdles in giving, redeeming, and processing gift cards and particularto gift cards that are given and redeemed without a physical gift cardor gift code. A brief introductory description of a basicgeneral-purpose system or computing device in FIG. 1 that can beemployed to practice the concepts is disclosed herein. A more detaileddescription will then follow of the various credit/debit processinginfrastructure, the exemplary methods, and other financial processinginfrastructure and concepts in conjunction with virtual gift cards thatare redeemed using an existing payment mechanism transparently, that is,without any additional physical gift card, gift certificate or any giftcode. A recipient of a virtual gift card can simply purchase aqualifying good or service with her Visa card, for example, and thepayment processing infrastructure associated with the Visa card appliesthe virtual gift card amount automatically to the transaction. Thisdisclosure involves more than just a direct transfer of money from oneperson to another, or from a gift card to a credit card account, butrather focuses on a gift card approach in which a gift card isestablished at a first time having a policy, and a recipient, at asecond time that is later than the first time, executes a purchasingtransaction according to the policy. When that transaction is detected,the system will implement the policy and apply the gift card funds at athird time which is later than the first time, and can be approximatelyaround the second time or later than the second time. The implementationand use of such a policy to guide/manage gift card payment through arecipient's use of an existing account introduces many novel featuresthat are disclosed herein.

The policy can include at least one of: a class of goods or services, anamount of money, a merchant or group of merchants, a ceiling amount ofmoney to be used in the gift card, a time frame for use of the giftcard, one or more recipient accounts that when used can trigger thetransfer of money from the giver account to the one or more recipientaccounts, and a predetermined period of time in which if all the amountof money associated with the gift card is not used according to thepolicy, a remainder amount of money is transferred from the giveraccount to the recipient account.

A new result of this approach is to render a recipient open-loopcredit/debit card account into a hybrid open-loop/closed-loop account.The system monitors the activity of the account such, that for averagepurchase, the account is open-loop and not restricted, but theapplication of the gift card to specific purchases according the policyis considered closed loop.

For the sake of clarity, the methods herein are discussed in terms of anexemplary system 100 as shown in FIG. 1 configured to practice themethod. The steps of each method outlined herein are exemplary and canbe implemented in any combination and/or permutation thereof, includingcombinations that exclude, add, or modify certain steps. These and othervariations are discussed herein as the various embodiments are setforth. The disclosure now turns to FIG. 1.

With reference to FIG. 1, an exemplary system 100 includes ageneral-purpose computing device 100, including a processing unit (CPUor processor) 120 and a system bus 110 that couples various systemcomponents including the system memory 130 such as read only memory(ROM) 140 and random access memory (RAM) 150 to the processor 120. Thesystem 100 can include a cache of high-speed memory connected directlywith, in close proximity to, or integrated as part of the processor 120.The system 100 copies data from the memory 130 and/or the storage device160 to the cache for quick access by the processor 120. In this way, thecache provides a performance boost that avoids processor 120 delayswhile waiting for data. These and other modules can control or beconfigured to control the processor 120 to perform various actions.Other system memory 130 may be available for use as well. The memory 130can include multiple different types of memory with differentperformance characteristics. It can be appreciated that the disclosuremay operate on a computing device 100 with more than one processor 120or on a group or cluster of computing devices networked together toprovide greater processing capability. The processor 120 can include anygeneral purpose processor and a hardware module or software module, suchas module 1 162, module 2 164, and module 3 166 stored in storage device160, configured to control the processor 120 as well as aspecial-purpose processor where software instructions are incorporatedinto the actual processor design. The processor 120 may essentially be acompletely self-contained computing system, containing multiple cores orprocessors, a bus, memory controller, cache, etc. A multi-core processormay be symmetric or asymmetric.

The system bus 110 may be any of several types of bus structuresincluding a memory bus or memory controller, a peripheral bus, and alocal bus using any of a variety of bus architectures. A basicinput/output (BIOS) stored in ROM 140 or the like, may provide the basicroutine that helps to transfer information between elements within thecomputing device 100, such as during start-up. The computing device 100further includes storage devices 160 such as a hard disk drive, amagnetic disk drive, an optical disk drive, tape drive or the like. Thestorage device 160 can include software modules 162, 164, 166 forcontrolling the processor 120. Other hardware or software modules arecontemplated. The storage device 160 is connected to the system bus 110by a drive interface. The drives and the associated computer readablestorage media provide nonvolatile storage of computer readableinstructions, data structures, program modules and other data for thecomputing device 100. In one aspect, a hardware module that performs aparticular function includes the software component stored in anon-transitory computer-readable medium in connection with the necessaryhardware components, such as the processor 120, bus 110, display 170,and so forth, to carry out the function. The basic components are knownto those of skill in the art and appropriate variations are contemplateddepending on the type of device, such as whether the device 100 is asmall, handheld computing device, a desktop computer, or a computerserver.

Although the exemplary embodiment described herein employs hard disk160, those skilled in the art should appreciate that other types ofcomputer readable media which can store data that are accessible by acomputer, such as magnetic cassettes, flash memory cards, digitalversatile disks, cartridges, random access memories (RAMs) 150, readonly memory (ROM) 140, a cable or wireless signal containing a bitstream and the like, may also be used in the exemplary operatingenvironment. Non-transitory computer-readable storage media expresslyexclude media such as energy, carrier signals, electromagnetic waves,and signals per se.

To enable user interaction with the computing device 100, an inputdevice 190 represents any number of input mechanisms, such as amicrophone for speech, a touch-sensitive screen for gesture or graphicalinput, keyboard, mouse, motion input, speech and so forth. An outputdevice 170 can also be one or more of a number of output mechanismsknown to those of skill in the art. In some instances, multimodalsystems enable a user to provide multiple types of input to communicatewith the computing device 100. The communications interface 180generally governs and manages the user input and system output. There isno restriction on operating on any particular hardware arrangement andtherefore the basic features here may easily be substituted for improvedhardware or firmware arrangements as they are developed.

For clarity of explanation, the illustrative system embodiment ispresented as including individual functional blocks including functionalblocks labeled as a “processor” or processor 120. The functions theseblocks represent may be provided through the use of either shared ordedicated hardware, including, but not limited to, hardware capable ofexecuting software and hardware, such as a processor 120, that ispurpose-built to operate as an equivalent to software executing on ageneral purpose processor. For example, the functions of one or moreprocessors presented in FIG. 1 may be provided by a single sharedprocessor or multiple processors. (Use of the term “processor” shouldnot be construed to refer exclusively to hardware capable of executingsoftware.) Illustrative embodiments may include microprocessor and/ordigital signal processor (DSP) hardware, read-only memory (ROM) 140 forstoring software performing the operations discussed below, and randomaccess memory (RAM) 150 for storing results. Very large scaleintegration (VLSI) hardware embodiments, as well as custom VLSIcircuitry in combination with a general-purpose DSP circuit, may also beprovided.

The logical operations of the various embodiments are implemented as:(1) a sequence of computer-implemented steps, operations, or proceduresrunning on a programmable circuit within a general use computer, (2) asequence of computer-implemented steps, operations, or proceduresrunning on a specific-use programmable circuit; and/or (3)interconnected machine modules or program engines within theprogrammable circuits. The system 100 shown in FIG. 1 can practice allor part of the recited methods, can be a part of the recited systems,and/or can operate according to instructions in the recitednon-transitory computer-readable storage media. Such logical operationscan be implemented as modules configured to control the processor 120 toperform particular functions according to the programming of the module.For example, FIG. 1 illustrates three modules Mod1 162, Mod2 164 andMod3 166 which are modules configured to control the processor 120.These modules may be stored on the storage device 160 and loaded intoRAM 150 or memory 130 at runtime or may be stored as would be known inthe art in other computer-readable memory locations.

The term “system” or similar terms also apply to the herein disclosedsystems for processing various types of transactions. There aredifferences in systems for processing credit card and debit cardtransactions. It is assumed that with the policies and processingdisclosed herein, that appropriate adaptations are made for specificsystems where necessary. Those of skill in the art will understand thehardware components used for accomplishing such transactions.

The physical systems performing the functions disclosed herein can befound in any geographic location. For example, one or more of the banks,servers, and physical infrastructure performing the steps herein may beoutside the United States. Therefore, all processes should beinterpreted as also including the concept of a recipient performing apurchase in the United States, communications leaving the United States(confirmation, authorization, instructions, etc.) for a foreign entity,and communications being received from the foreign entity that achievesthe results discussed herein.

Virtual Gift Cards

Having disclosed some components of a computing system, the disclosurenow turns to FIG. 2, which illustrates an example flow 200 of the basicapproach disclosed herein for processing a virtual gift card. Theembodiments disclosed herein are discussed in terms of an exemplarysystem 100 or computing device as shown in FIG. 1 configured to practicethe various embodiments. A more specific exemplary system forimplementing this flow 200 is illustrated in more detail in FIG. 4 withrespect to a control engine that manages the redemption and processingof each gift card according to its policy via communications andinstructions with various accounts and/or merchants accounts. Feature202 represents a giver interface. An example will be used to stepthrough the various blocks. Assume that a giver desires to give a $50virtual gift card to a recipient. The interface 202 enables the giver toeither input identification information and recipient accountinformation or have it prepopulated based on a previous login. Theinterface 202 can be a web interface, a software client interface, apoint of sale interface that a store employee uses on behalf of a giver,a self-service kiosk, a voice-based interface, an interface via ahandheld device, a multi-modal interface, speech interface, or any othersuitable interface. The system 100 identifies, via the giver selection,a predictive approach, or some other approach, a recipient such as amother, sister, or friend of the giver, etc., and an amount that thegiver desires to give to the recipient. The recipient credit/debit carddata/account is identified via a secure communication to a database orinserted by the giver or recipient if necessary or possible. Through oneor more different methods, the giver account and recipient account areidentified.

The timing of the creation and redemption of the gift card is relevant.In one example, the creation of the gift card by the giver occurs at afirst time, say Monday morning at 9:00 AM. The policy is established atthat time or perhaps relatively close to that time, such as the giftcard is good for purchases at restaurants. The recipient then will at asecond time, which is later than the first time, execute a purchasingtransaction at a restaurant, say Friday night at 6:00 PM. The policy canthen be implemented (money transferred, paid, etc.) at the time of thetransaction around Friday at 6:00 PM, or the system may scan therecipient transaction history say every Saturday to determine whetherqualifying transactions exist. Assuming that the system can identifyrestaurant transactions on the recipient transaction history, it wouldthen detect the Friday night restaurant purchase and implement thepolicy for that purchase.

The recipient bank might desire such scanning of the recipientpurchasing history to remain anonymous. In this case, a securecommunication between a central control entity and the recipient accountholder can simply provide higher level policy data. For example, aparticipating recipient bank can have a module in place to perform suchscanning and receive data from a central control entity to monitorRachel's account for purchases at the Olive Garden and notify us of sucha purchase. Rachel's bank or credit card issuing entity can then monitorher account and simply provide the basic data of such a transaction atthe level needed. For example, the control entity can instruct the bankthat the gift card is for $40 at Olive Garden and to monitor for 6months and report back (1) whether a purchase was made at Olive Garden,and if it was under $40, then the amount, or if it was over $40. Assumeone month later Rachel makes a $42 purchase at Olive Garden. Her bankcan notify the control entity that a purchase was made for over $40dollars (thus maintaining the secrecy of the total amount). The controlentity can then apply the policy for the entire gift card. If Rachelspent $35, her bank can report the purchase and the amount as $35. Thepolicy then causes $35 of the gift card to be applied to the transactionand maintains the record that $5 is still available. If after 6 monthsno other purchase is made by Rachel, the control entity can simplytransfer the rest of the funds to Rachel's account or take some otheraction based on the policy. Since Rachel's bank was instructed tomonitor her accounts for gift card related activity for six months, oncethe six month expires, that monitoring simply expires as well. Thisapproach can simplify and separate the implementation of the policy froma control entity and a giver or recipient bank.

Preferably, the interface has access to the giver and recipient accountssuch that the giver does not have to enter credit/debit card or checkingaccount information. Either way, the interaction can confirm to thegiver that a sufficient level of information exists to carry out thegift card transaction. This can include that an authorizationcommunication has confirmed that the recipient has a valid credit/debitcard. The specific recipient card to be used to redeem the gift card canbe provided, optionally without the card number, to the giver. Theinterface can optionally tell the giver that the recipient Visa creditcard is to be used for the gift card or can enable the giver to selectwhich payment mode the recipient should use. I.e., the system mayinstruct the giver that the recipient's Visa Credit card and MasterCardDebit card are both available, and to choose which one is to be used.The giver can click a “give” button that begins the transaction. Upontriggering the transaction, information is transmitted to block 204 thatwill withdraw, hold the amount ($50), or reserve in a line of creditfrom a giver account and associate it with the recipient credit/debitcard account and the policy for managing the gift card. The particularprocess of retrieving the gift card amount from the giver account willdepend on the type of account is used or other policy considerations.Applying the gift card amount, depending on the types of accountsinvolved, may include processes as reserving an amount of availablecredit, reserving an amount of money in an account, transferring moneyfrom one account to a holding account, transferring money to a merchantaccount directly, handling a transaction immediately such as is donewith a debit card, handling a transfer of money in a batch mode a periodof time after a qualifying transaction, and so forth. Any combination ofthese and other transactional components can be applied to carry out thepolicy for any specific gift card.

If the recipient does not have an account, the system can either send anotification to a recipient indicating that someone wants to give them avirtual gift card and encouraging the recipient to set up an account. Ifthe recipient does not have an account because the recipient is a child,for example, who is not old enough to have a credit/debit card, thesystem can suggest to the giver a suitable proxy recipient who has anaccount, such as a parent or guardian. If the recipient is unable orunwilling to set up an account and no suitable proxy recipient isavailable or known, the system can take some default action. The defaultaction can include mailing a check or a traditional physical gift cardto the recipient.

The information received from block 202 is sufficient to identify agiver account from which to draw or hold the $50 for giving to therecipient. Also, the information received from block 202 can identify arecipient account such as a bank account, credit/debit account,specialty credit card such as a Macy's credit card or an Old Navy creditcard, online payment account, or other suitable device or mechanismassociated with purchases and/or payments so that the recipient canreceive the money. As noted above, the terms “credit card” and “debitcard” encompass credit cards and debit cards as well as PayPal, cash,club cards, checks, merchant-specific credit cards, and other paymentmodes as well. Accordingly, in block 204 the system identifies andassociates the various accounts with this virtual gift card inpreparation for completing the transaction. Optional block 206 involvessending a notice to the recipient. Because no physical gift card isgiven, if the giver wants to give a virtual gift card of $50 to therecipient for use at a restaurant, such as Olive Garden, the system canprovide an email or other notification via text or voicemail or othermechanism. One example notification simply states “George has given youa $50 virtual gift card to Olive Garden, please use your Visa and $50will be applied to your purchase at Olive Garden.” No interaction isnecessary with any notification. Indeed, no notification is required forthe transaction to work. The recipient may only know about the gift cardafter it is redeemed, or when the giver or the system tells them. Themerchant can inform the recipient when the virtual gift card is redeemedas well. The redemption of the gift card is independent of anycommunication to the recipient or of any notification mechanism althoughaccessory features, upselling, or optional variations to the policy ofthe gift card can be applied through such notifications and interactionsbetween the giver and/or seller that can occur via such communication.

A policy associated with the gift card can be as simple as applying thegift card amount to the transaction by the recipient at any merchant.Other policies and variations are further disclosed. Several otheraspects are associated with the optional notification 206 to therecipient. As has been noted, the notification is optional inasmuch asthe information associated with the giver and the recipient is alreadyobtained and can be processed without any automatic or othernotification at all. The giver can simply call up the recipient and tellthe recipient that the recipient got a $50 virtual gift card for use atOlive Garden and all the recipient needs to do is use their credit cardor any of the designated payment modes or accounts. As noted above, thegiver interface can notify the giver that the card is redeemable throughthe recipient's credit card. The policy can cover several accounts and amultitude of scenarios. The gift card is redeemable through using therecipient's credit/debit card at the merchant as though they were makinga normal payment without the existence of the gift card. The policy isimplemented through control mechanisms on a server, distributed atvarious banks, or associated with the various banks involved to monitorthe recipient purchasing activity to identify a triggering transactionto implement the policy of the gift card. For example, the recipientcredit card account can have a monitoring module associated with it whena gift card is redeemable with that account. The monitoring module canidentify when a purchase is made and notify a central control entity,which can cause the system to apply the gift card funds according to thepolicy.

In another aspect, however, given the framework disclosed herein, emailor other electronic notification to the recipient can provide otherfeatures. The email can be a simple notification such that the recipientdoes not have to interact with the email at all in order to use thevirtual gift card. The notification can have no mechanism (or nomandatory mechanism) for feedback, reply, or confirmation. In otheraspects, communication or interaction with the recipient can bedesirable for security or other purposes. For example, the email canprovide some information such as “George has given you a $50 virtualgift card to Olive Garden. Do you know George and do you want to acceptthis gift card?” The system can require the recipient to click aconfirmation button link or perform some other interaction to confirmthat the recipient desires to use the gift card. Interactions with thenotification can modify or confirm the policy. The recipient may receivea communication that says, “George has given you a virtual gift card for$50, do you want to redeem it through your Visa credit card (and add $5)or through your debit card (and add $3).” Based on the selection of therecipient, the policy is established and accessory features are added,if any. These interactions are optional and, even when present, theinteractions, communications, and notifications with the recipient arenot required for redemption of the virtual gift card.

As a value-added service, the system can, as part of the interaction,allow the recipient to reserve a table at Olive Garden, invite others tojoin the dinner at Olive Garden, show a custom menu including updatedprices for items based on the gift card amount (which would be free foritems under $50), a meal planner application to see an estimated totalcost (after the $50 virtual gift card) of a specific set of items (suchas an appetizer, two entrees, drinks, dessert, etc), and the like. Theinteractions can include verification questions to further confirm thatthe recipient is the appropriate person and that they know the giver,and so forth. Those of skill in the art can understand variousmechanisms for confirming and authorizing the transfer of funds from thegiver to the recipient.

In yet another aspect, the notification 206 can include optionspresented to the recipient for how the gift card will be managed. Thenotification to the recipient can state, “George has provided you with a$50 virtual gift card to any restaurant of your choice. If desirable,please select from the following options.” In this example, the giverdid not specify a particular restaurant but only provided that the giftcard was for the recipient to go out to dinner. Thus, the card wasprovided for a class of goods or services (food). The notification isone opportunity for specific restaurants (as members of the class) toseek to obtain additional business. The notification can include anoption selectable by the giver or the recipient, e.g.: for Olive Garden,Red Lobster, or P.F. Chang's. Additionally, communication with thevarious databases associated with these restaurants can includeadditional information such as P.F. Chang's offers an additional $5 ifthe virtual gift card is used at P.F. Chang's. This provides anupselling opportunity available to the merchants. The method can includereceiving information associated with a giver giving a virtual gift cardfor a class of items such as restaurants, or hardware stores, or grocerystores, etc. Data is then retrieved for the specific species of thatclass and potential offers that can be associated with each of thosespecies.

Thus, a database is accessible while processing the gift card, in whichoffers from Olive Garden, P.F. Chang's and Red Lobster are determined tobe available. Options can be presented to the giver for selection toupsell or cause them to want to add the offers to the base gift card.These offers are combined with the notification that is sent to therecipient, if any optional notification is sent. The system presents acommunication to the recipient and receives a selection of one of thespecies. Assume that the recipient sees an offer for the Olive Garden inwhich an additional $5 is added to the virtual gift card amount. Thesystem then handles the entire transaction such that when the recipientuses their credit/debit card at the Olive Garden. The $50 is applied tothe transaction as well as an additional $5 from the Olive Garden. This$5 can be a coupon discount or an additional transfer of money to therecipient's account from the Olive Garden or some other entity during orfollowing the transaction. The policy can manage the final transactionwith all the various participants, giver, recipient, merchant, andothers.

The system can present an additional option in the communication wherethe recipient does not select any of the species of the class but merelydesires to receive the virtual gift card for use at any restaurant. Thisoption can be a default setting. In such a case, the recipient receivesthe notification they received a virtual gift card for a restaurant butselects no specific restaurant. The next time the recipient goes to anyrestaurant and uses an appropriate payment mechanism according to thepolicy for the gift card, the system (such as an acquiring bank or othernode or control engine in the system) applies the virtual gift card for$50 to that transaction and the species options which were presented inthe communication are cancelled at that stage and no longer viable.

Where a genus (such as restaurants) are applied in the policy, and wherethe system scans the recipient transaction history to determine whethera triggering transaction exists, there may be some ambiguity in therecipient payment history regarding whether a purchase was at arestaurant. In such a case, the system may initiate a confirminginteraction via a communication with the recipient to confirm that thepurchase last night at 6 PM at “Mama Lucia's” was a restaurant. If thatis confirmed by the recipient, then the system implements the gift cardpolicy for that transaction.

In one aspect, the virtual gift card is associated with a group ofpayment mechanisms for a single giver and/or recipient or for multiplegivers and/or recipients. For example, the virtual gift card can be tiedto a VISA debit card and an American Express credit card. A transactionat the restaurant using either one can trigger the application of thefunds associated with virtual gift card to the recipient account, themerchant account or in any other fashion. In another aspect, the virtualgift card is tied to a checking account shared by a husband and a wifeas a recipient pair. A transaction at a restaurant made via eitherspouse's check card or a physical check can trigger the virtual giftcard. The giver can specify a recipient routing number, such as therouting number printed on the bottom of a physical check, so that thesystem can apply the virtual gift card to the recipient's checkingaccount. A debit card used on that checking account can also trigger thegift card transaction. In each case, the virtual gift card can have apolicy associated with its redemption that the system monitors recipientpurchasing transactions and follows with respect to transferring funds.

When the system receives information associated with the giver and therecipient, the species options that are presented in the above scenariocan also be geographically selected. The location of the recipient isknown based on information in the database, a mobile device location, arecent purchase, and/or other sources, and the system can identify andpresent an initial set of specific businesses to the recipient. Thisoption can also be dynamic. A recipient living in Virginia can benotified of receipt a virtual gift card for any of a series of speciesrestaurants that are within 10 miles of their home. If the recipienttravels to Italy, and use of their credit card or other location-basedmechanism indicates that they are now in Rome, a follow up email can beprovided with a new set of offers associated with restaurants within thevicinity of where the credit card is actually being used. In thisscenario, the earlier offer can be cancelled, modified, or maintained.In any event it is preferable that once in Italy, if the restaurant inItaly provides an additional upsell offer for use in association withthe virtual gift card, then once that payment mechanism is usedaccording to the new offer, all offers are then cancelled and consideredfulfilled. The merchants can attach additional limitations to theirupsell offers as well, such as “minimum $25 purchase”, “valid untilNovember 31^(st)”, “for use at the Baltimore location” or “validWednesdays only”. These variations represent different featuresillustrating how the policy can manage any given gift card. As can beappreciated, the variety of policies that can be applied to a gift cardto manage how its payment is triggered is endless and all suchvariations are considered within the scope of this disclosure. Policiescan mix timing, geography, classes/species of goods and services,individuals, groups of purchases (i.e., a series of items purchased thatare related or associated according to the policy) and so forth.

Location-based data can also trigger an offer to a giver. Assume arecipient, Rachel, who previously received a gift card for the OliveGarden from a giver George, is again at the Olive Garden. Rachel'slocation as identified by her mobile phone, either automatically ormanually such as based on a check-in to FourSquare, can trigger a noticeto George that states, “Rachel is at the Olive Garden. Do you want totreat her to dinner?” A preauthorized offer already associates the giveraccount to the recipient account. If George says “Yes” or otherwiseconfirms the notice, the system can trigger the transaction. Acommunication to Rachel of any type, including a connected telephonecall, can notify Rachel that George is treating her to dinner and to useher Visa card in the normal fashion. However, no communication isnecessary.

The system can notify the merchant from which the recipient is makingthe purchase, such as Red Lobster. Location-based services can identifythat the recipient of a Red Lobster gift card is at a Red Lobsterlocation. The notification can inform the wait staff at Red Lobster thatit is the recipient's birthday and request that they sing “HappyBirthday” to the recipient. Alternatively, the notification to themerchant can provide some information regarding recipient preferencesfor food, products, or service, such as “the recipient prefers Diet Cokewith no ice”. Then the wait staff can act on the notificationinformation to provide customized service to the recipient in such a waythat the experience is a pleasant surprise to the recipient. In thismanner, the merchant can know of people who are at their location andhave gift cards. Such data can provide the merchant with a mechanism toidentify the recipient, such as a photo because the recipient has yet touse their credit/debit card for the purchase. In this scenario, alocation-based service can identify that the particular person is at themerchant because of their handheld device, and a communication with acontrol engine managing the gift cards can identify that a gift card forthe merchant is available for that user. The merchant can receive aphoto ID of that patron even before they would pay for theirgoods/services to provide the enhanced level of service based on theinformation they receive.

Next, block 208 indicates that the recipient makes a qualifyingtransaction. An example of a qualifying transaction is simply therecipient using their credit/debit card to purchase dinner at the OliveGarden. The simplicity of this approach is that there is no code,separate physical gift card, or any other step that needs to be taken inorder for the recipient to enjoy the benefits of the $50 gift. Therecipient simply needs to make the purchase in the normal manner inwhich they would purchase such an item. The new result of the conceptsdisclosed herein is a simplification of the giving and redemption ofgift cards such that no money is ever lost or failed to be redeemed dueto policies that can manage the process of handling any remainder fundssuch that they are never lost.

Block 210 indicates applying at least part of the amount to thetransaction. Assume that the virtual gift card amount was $50 and thetransaction was $40. The system applies $40 of the $50 to the dinner atOlive Garden. The system can hold the $10 for future purchases at theOlive Garden or handle the $10 in various other approaches according tothe policy for the gift card as described further below. The recipientcan establish, via policies, a preference to use only a portion of thegift card amount for a first transaction and reserve the remainingportion of the gift card amount for a second transaction at a latertime.

The system can apply at least part of the amount to the transaction in avariety of ways. FIG. 2B illustrates an exemplary debit card processingarchitecture 214. For example, assume the recipient 216 uses a debitcard 218 for the qualifying transaction. In the debit card processinginfrastructure 214, the recipient 216 presents the debit card 218 to amerchant 220 at a point of sale. The merchant 220 or recipient 216swipes the debit card 218 through a scanner or otherwise obtains thedebit card number, such as by entering the number into a computingdevice. The merchant system contacts the financial institution 224indicated by the debit card number, either directly or through a debitcard processing center 222. The financial institution 224 verifies thatfunds are available in the recipient account 226 and approves thetransaction by immediately (or nearly immediately) withdrawing fundsfrom the recipient account 226 and transferring the funds to themerchant 220. In this debit card processing infrastructure 214, if thedebit card account only has $20 in the account (and the purchase was for$40), then the policy/control entity 228 can dictate to apply at leastpart of the gift card amount to the transaction. The system identifiesthat the recipient wants to use the debit card for a $40 transaction,whereas they only have $20 in their account, the system can credit $20to the recipient account 226 from the giver account 230 prior tocompleting the transaction, at which point the debit card can be used tocomplete the transaction. If the recipient account 226 has sufficientfunds, then the system can process the qualifying transaction in anormal fashion, and then credit the recipient account 226 theappropriate amount of $40 from the giver account 230 after thetransaction with the merchant is completed.

In another aspect, a system directly pays the merchant 220 associatedwith the qualifying transaction at least a portion of the amount fromthe giver account 230 based on the transaction. For example, once therecipient uses their debit card 218 in the qualifying transaction, aseparate transaction occurs in which the system pays $40 to the merchantfrom the giver account 230 at the time of the transaction and the $40does not pass through the particular debit card account of therecipient. Other acquiring banks or intermediate accounts can be used tohold money and process it either immediately or in batch modes at alater time. The particular processing can depend on the characteristics(credit/debit/other) of the giver account, recipient account, merchantaccount, acquiring bank account, etc.

Additionally, the recipient can choose to apply the entire gift cardamount, part of the gift card or none of the gift card in a purchasetransaction. In this way, the recipient can control spending by choosingto pay from their own pocket for a purchase now and save their gift forlater, when perhaps a particular item is on sale or when the recipientknows they will need additional funds, such as from a gift card to makepurchases. For example, a recipient can inform a merchant to not apply aparticular gift at the time of purchase since the recipient knows thaton Black Friday the Dremel Multimax power tool at Home Depot will behalf off. The recipient knows that Black Friday is a big spending dayand that she typically overspends that day. She can choose to redeem hergift card on Black Friday to help control her spending.

FIG. 2C illustrates an exemplary credit card processing infrastructure232 in which the system can credit the recipient account at the time ofsale or shortly thereafter. In a credit card processing infrastructure232, the issuer 236 of the credit card 217 lends money to the recipient216 to be paid to a merchant 220. In most cases, the merchant 220 and/orthe recipient 216 swipes the credit card 217 through a machine known asreader. If the card issuer 236 approves the transaction, an acquiringbank 238, which receives credit card transactions from the merchant 220,then credits the merchant's account 242. A credit card association (notshown) may also be involved to set the terms of transactions formerchants, card-issuing banks and acquiring banks. The merchant 220 canpay the acquiring bank 238 a fee for processing the transaction. Onceapproved, the card issuer 236 posts the transaction to the recipient'saccount 226. At the end of the billing period, the cardholder 216receives a credit card statement from the issuer 236, at which timepayment for the transaction is due. In this credit card processinginfrastructure 232, the system can credit the recipient account 226 whena bill is due, such as a monthly credit card bill, shortly before or onthe due date. In this way, the system can hold on to the money,potentially earning interest on the money until the last minute it isneeded to satisfy the gift card transaction. This floating period can beone source of revenue to fund the gift card system infrastructure and/orto provide a profit to the operators of the gift card systeminfrastructure. Also shown in FIG. 2C is a policy/control entity 228 andthe giver account 230 which are used to communicate with, monitor andmanage the gift card transactions according the principles and conceptsdisclosed herein.

If the system 214, 232 processes gift cards in a batch or delayed mode,it can on a periodic (daily, weekly, monthly, etc) or triggered basis(upon a large transaction, or two weeks after the creation of the giftcard, or one week after a known birthday, etc.) review the transactionstatement of the recipient to scan for qualifying transactions. Forexample, if a recipient makes a purchase at the Olive Garden, thestructure and data in the credit/debit card statement is known. Thesystem can scan the statements for Olive Garden transactions, identifydates, locations amounts and/or any other relevant data that is neededfor a particular policy, and then apply the policy accordingly totransfer money from the giver account to the recipient account. Again,the variations between giver and recipient accounts being debit, creditaccounts or other types of accounts can be considered such that thesystem achieves the transfer of money or available credit or othercompensation to the recipient.

The system 214, 232 can process credit cards and apply virtual giftcards in real time (or substantially real time) or in batches. Amerchant that processes credit cards typically has a merchant accountfor receiving credit card payments. If the merchant accepts many creditcard payments, the merchant can process credit cards in batches ratherthan one at a time. In a batch-based approach, the merchant acceptspayment via credit card from a customer and submits the payment to themerchant account. Then the acquiring bank, or an organization thataccepts payment on behalf of the merchant, checks the customer's nameand credit card number for authenticity. The acquiring bank can alsocheck the transaction and the amount with the bank that issued thecredit card. The acquiring bank holds onto the payment while validationtakes place. If all checks are valid, the system generates an approvalcode and the merchant keeps that code together with information relatingto the sale. The merchant can store authorized cards in batches and sendthe batch to the acquiring bank each day at close of business and/or atsome other interval. The acquiring bank can send the batch to a creditcard association (not shown) that debits the customer's accounts andcredits the appropriate account. Once the acquiring bank receivespayment from the credit card issuer, the acquiring bank pays themerchant, optionally minus a processing fee. Although batch processingcan be convenient for a merchant, there are times when he or she may notbenefit from it. The same or similar principles can be applied toprocess virtual gift cards in batches. The virtual gift card processingsystem can be a separate entity that intercepts the flow of theauthorization process, or can be integrated as part of any or all of theacquiring bank, card issuer, merchant point of sale, giver/recipientaccounts, credit card association control, and so on. In one example, asa gift card is established, a code or a module is established to monitorthe recipient purchasing activity using the recipient credit/debitaccount(s) 226. When a triggering transaction occurs (purchase at arestaurant, particular merchant, or a series of purchases occur), thesystem can notify the policy/control entity 228 and then receive furtherinstructions on how to consummate the transaction for the gift card andhandle any further processes such as remainder amounts of money on thegift card, and so forth. All variations on actual implementation areincluded within the scope of this disclosure with respect to locationswithin the system where certain processes take place.

In all of these scenarios, the management of the transaction andtransfer of funds are transparent to the giver and the recipient in thatthe system conducts the actual purchasing in the same way the recipientwould purchase the product or service with the debit or credit card andwithout a separate gift card, code, or certificate. Just as credit cardcompanies receive a small percentage of each transaction, the gift cardsystem disclosed herein can also deduct a small percentage of each giftcard transaction, share it with the credit card, or debit card system.The gift card managing entity 228 can obtain payment for use of the giftcards in a variety of ways.

Feature 212 of FIG. 2A is an optional feature that represents anotification to the giver and/or the recipient after the transaction.One example of this step includes providing information on a physicalreceipt associated with the qualifying transaction, stating somethinglike “Happy Birthday Mom. I hope you enjoyed your dinner.” Thenotification acts as a reminder that the giver provided the virtual giftcard for that particular transaction. Email notifications can also beprovided to the giver, recipient, and/or a third party. After the givergives the virtual gift card, the giver may desire to receive anotification when the recipient redeems the. After the giver sends thevirtual gift card, the giver can receive an email that identifies thatthe recipient used the gift card for dinner on a certain date. Anytiming mechanism can be applied. Furthermore, the system can send anemail or other communication to the recipient after the qualifyingtransaction that can provide a further personalized message from thegiver such as “I hope that you enjoyed your dinner, thanks for all youdo.” The after purchase notification can also include details about thepolicy for any remainder amount. The notice can state “I hope youenjoyed your Olive Garden Gift Card! You have $15 remaining on this giftcard for your next Olive Garden purchase. After 6 months, if not used,the $15 will be transferred to your debit account automatically [or becancelled, or be transferred to a third party, or any other optionaccording to the policy].”

Third party notifications are not limited, however, to the merchant andthe system can send a notification to any other person or entity. Forinstance, a brother who gives his sister a gift card for her birthdaycan instruct the system to notify her husband when she has redeemed itand what it was redeemed for so that the husband does not purchase thesame or similar item for her birthday or so the husband can purchase amatching accessory.

The new process outlined in FIG. 2A provides an easier mechanism totransfer a virtual gift card money amount from a giver account to arecipient account in a manner that is transparent to the recipient. Thisprocess can be managed by a specific policy such that even if the giftcard amount or remainder is forgotten, it is never lost and alwaysmanaged according to a policy. Reminders can be sent prior to theremainder amount being cancelled or transferred to an account. The giftcard is redeemed through an existing payment mechanism for the recipientand requires no codes, physical gift cards or coupons, and includespolicies, reminders or processes to assure no money is forgotten orlost.

Often recipients will have multiple gift cards with varying amounts thatthey lose track of or have little incentive to redeem. These approachesprovide a new result of reducing the barriers to obtaining a greaterbenefit from a gift card with far less effort on the part of therecipient and/or the giver.

FIG. 3 illustrates an example method embodiment for processing a virtualgift card. The method may be practiced by an individual computing deviceor a computing device in communication with other computing deviceswithin a network. One or more of the various computing devices canreside in a merchant bank, an acquiring bank, a giver account, arecipient account, a merchant, credit card association, a policy controlentity or engine, and so forth. The system receives an identification ofa giver of a gift card and a recipient of the gift card at a first time(302). The system identifies a giver account and a recipient account formanaging the transfer of the amount of money from the giver account tothe recipient account (304) or to a merchant bank according to a policy.The recipient account can exist prior to the first time and can be anopen-loop payment mechanism that is not restricted to a particularmerchant or shopping portal, such as a credit/debit card or checkingaccount. An optional notice is sent to the recipient associated with thetransfer of the amount of money to the recipient (306). As is shownabove, the giver account and the recipient account each are anestablished account such as a Visa, MasterCard or American Expresscredit card and the like or a debit account. The information that isreceived in step 302 can further include a transaction processing policysuch as how to handle the money amount if the recipient does not engagein a qualifying transaction within a certain period of time, and soforth. The policy can transfer any unused funds in the gift card to therecipient credit/debit card account after six months or based on anytimeframe. One alternative to the method described in FIG. 3 is for thesystem to invite a potential recipient to establish a recipient accountif one does not exist. The system can send a message in any form such asorally, text message, email, voicemail, etc. inviting the potentialrecipient to set up an account. The message can explain that someonewishes to give a gift to the potential recipient but that the potentialrecipient needs to setup an account for the gift giving to occur. Thegiver remains anonymous or the giver may reveal himself in the requestfor account setup. The message may optionally include a link to a pagerequesting the potential recipient's name and credit card information sothat the recipient's account can be established easily. This scenario isuseful when helping the technologically challenged navigate through theaccount set-up process.

Another alternative to the method described in FIG. 3 is for the systemto set up accounts through another person for children or those that donot have credit/debit cards. For example, a mother can setup a giver orrecipient account for her teenage daughter who does not yet have acredit/debit card with the mother's card information. The mother canmake redeeming purchases on behalf of her daughter. In this way, it ispossible to establish user accounts for the technologically challengedor underage givers and recipients.

The system receives information that the recipient has made a qualifyingtransaction using their existing recipient account (308), thetransaction occurring at a second time which is later than the firsttime. The system then applies at least part of the amount of money tothe qualifying transaction (310) in a manner according to whether thetransaction is a credit or debit transaction for both the giver and therecipient. The system can apply the amount of money to the purchase toyield a remaining amount of money. Upon the recipient using therecipient payment mode to make an additional purchase, the system canapply the remaining amount of money to the additional purchase in amanner associated with the recipient payment mode or transfer theremaining amount to the recipient. Alternatively, the system can applythe amount of money to a purchase by processing a purchase historyassociated with the payment mode to identify a previously made purchase,and applying the amount of money to the previously made purchase.

An optional feature is the system providing a notification to the giverand/or the recipient (312). In one aspect, a transaction can trigger theuse of more than one virtual gift card. For example, if the recipientpurchases an item from Home Depot for $95 and has two virtual gift cardsto Home Depot, one for $20 and one for $40, then the system can applyall available virtual gift cards up to the purchase price. The systemcan apply both gift cards for a total of $60 such that the recipientends up paying $35 for the item.

The system can receive an identification of a giver of a gift card and arecipient of the gift card, and associate the giver with a giver accountand the recipient with a recipient account. The system can associate apolicy with the gift card and monitor transactions of the recipientusing the recipient account. Then the system can receive informationbased on the monitoring that the recipient has made a transaction usingthe recipient account according to the policy, and apply an amount ofmoney from the giver account for the transaction according to thepolicy.

The system can optionally receive a condition from the giver, and applythe amount of money to the purchase if the purchase satisfies thecondition or according to a policy. The system can implement thisoptional step via one or more policy enforced at a merchant, acquiringbank, control engine, merchant bank, issuing bank, and/or other level inthe virtual gift card processing infrastructure. The condition thatdictates the policy can restrict the virtual gift card to a retailer, agroup of retailers, a geographical region, a class of goods or services,an item, a time range, a date range, and/or a maximum per-transactionvalue. The system can apply gift cards based on policy limitations. Forexample, if a recipient has multiple virtual gift cards to a samemerchant, when the recipient makes a purchase at that merchant, thesystem can apply the virtual gift card with the earliest expirationdate. Alternatively, the system can credit the merchant at the time ofthe transaction, and then initiate a dialog with the recipient at alater time to determine which of the available virtual gift cards toapply to the transaction. If the recipient does not indicate whichvirtual gift card to apply, the system can apply a default virtual giftcard. Any entity within the virtual gift card processing infrastructurecan subtract a service fee (flat fee and/or a percent) from the amountof money associated with the virtual gift card. The service fee can be arecurring fee, a one-time fee, a per-purchase fee, and so forth.

The system can optionally receive from the giver a request to establisha subscription, the request indicating at least one subscriptionrequirement. Then the system can establish the subscription toautomatically apply a subscription amount of money to transactions ofthe recipient or applies a gift card amount according to a policy basedon the at least one subscription requirement. The policy may involvejust transferring money from a giver account to the recipient account.For example, the giver can set up at the beginning of every year aschedule of gift cards one week before the birthday of his or her familymembers and five best friends. The system can automatically carry outthe notice and processing of the gift cards throughout the year. If aparent has a child at college, the gift card can be for any grocerystore and a subscription causes $200 to be applied at the beginning ofeach month. This policy easily enables the recipient to simply use theirvirtual gift card (credit/debit card) at a qualifying merchant (grocerystore) and it is applied on schedule according to the subscriptionpolicy.

Givers and recipients can receive notifications associated with thevirtual gift card. For example, the system can notify the recipient ofat least one of the amount of money, a condition associated with theamount of money, the payment mode, and the giver. The system can alsonotify the recipient that the amount of money was applied to thepurchase, transmit a stored message to the recipient from the giver,and/or send a notification to the giver that the amount of money wasapplied. Notifications can include a description of an object of thepurchase to which the amount of money was applied, a purchase time, apurchase date, and a merchant. The system can send notifications viaemail, SMS, instant message, tweet, social networking, automated voicecall, physical mail, and/or any other suitable communication medium. Thegiver or recipient can interact with the notifications to be presentedwith options or information about the current policy for the gift card,and can interact with the notification to change the policy or modifyhow the gift card will be handled in the future. The recipient may wantto regift the remainder amount to a third party and such option can bepresented via a notification and then carried out under a new policy forthe remainder gift card.

The system can provide for regifting of a virtual gift card by receivinga request from the recipient to transfer at least part of the amount ofmoney to a third party and/or another virtual gift card still belongingto the recipient but having different policies. The transfer can be notas part of a purchase. Then the regifted gift card can then associatethe at least part of the amount of money with a third party paymentmode. Upon the third party using the third party payment mode, thesystem applies the at least part of the amount of money to the purchasein a manner associated with the third party payment mode. Part of thegift card may be managed by one policy and another part (the regiftedpart) by another policy.

Virtual gift cards can include bonus offers from third parties. Thesystem can receive a bonus from a third party and add the bonus to theamount of money. The bonus portion of the virtual gift card can includeits own policy or policies separate from other policies associated withthe virtual gift card amount, such that when the bonus policy issatisfied on top of the other virtual gift card policies, the systemapplies both the virtual gift card amount plus a bonus amount to apurchase. The system can also provide notification to the giver,recipient, and/or a third party associated with the bonus that the bonuswas applied by transmitting a stored message to the recipient, forexample, from the third party. Such a message can be something like “Iadded $20 to Dad's gift card for dinner, have a big dessert!” In thismanner, the system presents to the bonus giver, if authorized,information about the recipient gift cards and the identity of theprimary giver.

The recipient of the virtual gift card can, in some circumstances,manage, change, or remove a policy associated with a virtual gift card.The system can receive a request from the recipient to use the amount ofmoney to make the purchase outside the purchase condition, deduct apenalty from the amount of money according to the purchase condition toyield a reduced amount of money, and apply the reduced amount of moneyto the purchase in a manner associated with the recipient payment mode.As can be appreciated, the processing system disclosed herein providesmuch greater flexibility and possibilities when processing gift cards.

Gift Card Processing Infrastructure

FIG. 4A illustrates an example block diagram 400 of a network 416 inwhich the system can operate. Network 416 includes various componentsthat make the processing disclosed herein possible. A giver interface402 is used in a variety of ways to receive initial information aboutthe giver. For example, the giver interface 402 can simply be a web siteaccessible via a web browser in which there is an opportunity for thegiver to provide the basic information to identify the recipient, theamount associated with the virtual gift card and so forth. The giverinterface 402 can be a device such as kiosk, ATM machine, or gas pump.

The giver interface can function in different ways as well. A giver cancome to a kiosk or an ATM with a physical gift card to use at a companysuch as the Olive Garden. The giver wants to transfer those funds foruse according to the methods disclosed herein, effectively converting aphysical gift card to a virtual gift card having a policy for itsmanagement. The giver can insert the physical gift card into a cardreader of the kiosk that reads the amount left on the card, identifyinginformation for the account and the restaurant such as Olive Garden. Thegiver can then insert their credit/debit card and the interface wouldtherefore have the necessary information with respect to the giver(which in this case would be the actual physical gift card, a gift code,and/or a gift certificate as the “giver”, the recipient, the amount andthe recipient account). Optionally, the giver only needs to identify therecipient such that the recipient account can receive the gift cardamount. This interaction enables a same person to be both the giver andthe recipient when they have a physical gift card. This process easilyfacilitates the transfer of those funds from a physical gift card into avirtual gift card allowing usage of those funds via their standardcredit/debit card. This provides a way for both givers and recipients toavoid the pitfalls associated with physical gift cards or with giftsrequiring gift codes. This transaction, however, in one aspect, does notjust transfer the money to the credit/debit card account. If thephysical gift card is for the Olive Garden, the system retrieves thatinformation from the gift card and applies it as a policy for therecipient. Therefore, the closed-loop nature of the physical gift cardis carried over to the virtual gift card such that it is redeemed onlyat the merchant. The other aspects of the policy can also be applied,such as after six months of non purchases at the designated merchant,then the money is transferred to the recipient account, or any otherdesired policy.

Similarly, a giver interface 402 can include a website in which a givertypes into a web interface a particular gift code that may or may not beassociated with a physical gift card. The system can receive thisinformation to identify an amount, the giver, and the company to whichthe gift card applies. Then the giver can also add their information asthe recipient and therefore provide the necessary information via thegiver interface for the remaining transactions to occur under theprocesses defined herein. In this manner, any recipient of a physicalgift card can easily transfer that gift card to the virtual gift cardsystem disclosed herein. The recipient no longer has to worry aboutlosing the gift card or forgetting to use all the money on the giftcard.

The disclosure temporarily turns to FIG. 4C, which illustrates anexample packet 406 as is introduced in FIG. 4A. FIG. 4C shows packet 406with various data fields. The exact names, types, sizes, and order ofdata fields in the packet are exemplary. The packet can be implementedin any variation thereof, including any combination or permutation ofthese and/or other data elements. These example fields include asecurity header 472, a general header 474, information about the giver476, information about the recipient 478, a currency amount 480, apayment mode 482, a time associated with the virtual gift card 484, alocation or geographic limitation associated with the virtual gift card486 and another optional field 488 or fields. The amount can be in anycurrency: domestic, foreign or virtual. The system can automaticallyhandle conversion between currencies, if needed. Some of the packetfields shown are optional. The use of such a packet enables a centralcontrol engine 404 to receive a single set of data associated with agift card and carry out all of the transactions associated withmonitoring recipient purchasing activities, apply gift card money asguided by the policy, and credit or debit money from the appropriateaccounts.

The packet structure can allow for the information about the giver 476and the information about the recipient 478 to identify more than oneindividual. The packet can include information about each giver 476 andrecipient 478 in the form of, for example, an email address, name,account number, or other unique identifier. Further, in the case ofmultiple givers, the amount field 480 can include one or moresub-amounts corresponding to each giver. The payment mode 482 can beidentified by credit card number, bank account number, routing number,club or loyalty card number, PayPal address, and so forth. In one case,the payment mode can be a user profile such that any payment modeassociated with that user profile is able to use the virtual gift card.

As has been noted above, this packet, in one aspect, does not includeany account information or credit card information for the giver orrecipient. However, the packet does include a sufficient amount of giverand recipient information such that a control engine 404 can receivethat data, and in a secure manner, identify the various accounts thatare needed to transfer the money and manage the distribution of thevirtual gift card funds as instructed by the packet and/or a policy. Thesecurity information 472 can be used according to those of skill in theart to ensure that at the giver interface, a fraudulent giver cannot loginto the system and thereby inappropriately gain access to giver,recipient, or third-party accounts. The packet can be transmitted to asecure environment that stores the account data and carries out thetransaction.

Based at least in part on data received from the giver interface 402,the system can develop a packet 406 as discussed above and shown in FIG.9. The packet 406 includes the basic information to manage, create,trigger, or perform other actions associated with the virtual gift cardand optionally the additional information. At a basic level, the packet406 provides information about the giver, the recipient, the amount, andother management information about how the amount is to be applied. Thepacket can identify whether the giver account and recipient account arecredit or debit accounts. The network 416 receives this packet at acontrol engine 404. This can represent a computing device, acquiringbank, debit card bank, issuing bank, and/or server within the network416 that can manage the policy of distribution, use, and/ornotifications associated with the virtual gift card. The control engine404 can be part of or in communication with an acquiring bank. Network416 can be the Internet, an intranet, a virtual private network, anencrypted network, electronic or fiber-optic network, and/or any otherkind of network that can include a wireline or wireless network.Therefore, the giver interface 402 can also be a wireless interface viaa wireless device with the appropriate software to enable communicationof such information.

The control engine 404 communicates with the giver account 408 and arecipient account 410 and optionally with a third party account 412and/or a merchant or bank 414. The control engine 404 can communicatewith or operate on any one or more of these systems. For example, thethird-party account 412 does not necessarily need to be involved in eachtransaction. Furthermore, the control engine 404 can optionallycommunicate directly with the merchant or bank 414. Accordingly, when agiver gives a $50 virtual gift card for the Olive Garden to therecipient, the control engine can utilize a default processing mechanismin which the giver account 408 is deducted by $50 and that money is heldin a third-party account 412. In an alternate mechanism, the systemdeducts $50 from the giver account 408 and credits the recipient account410 with the $50 directly but with no or some restrictions on that $50.One example of $50 being restricted or reserved is if the recipientaccount is a debit account and the giver has only $75 left in the debitaccount after the $50 is deposited. If the giver tries to make a $30purchase, which would leave only $45 in the account, that transactioncan be rejected inasmuch as that $50 is reserved and unavailable for useexcept according to the policy for managing the gift card. In eitherscenario, when the recipient makes a purchase of $50, for example, atOlive Garden 414, then those funds can be released from the recipientaccount according to the policy, can be successfully processed and the$50 can be paid to the merchant either directly or indirectly. In adirect scenario, the system transfers the $50 to Olive Garden's account.In one indirect scenario, the $50 is paid to Olive Garden directly fromthe recipient's account, and the system transfers the $50 to therecipient's account, thereby effectively reimbursing the recipient afterthe fact. Thus, the system handles the transfer of money according tothe giver account (credit, debit, or other) and the recipient account(credit, debit, checking, cash, or other).

As has been noted above, the system can guide the flow of funds from thegiver account 408 to one or more recipient account 410, the third-partyaccount 412 and/or the merchant bank 414 in a number of ways. Thesevarieties are disclosed above and not repeated here. In each case wheregift card funds are applied to a purchasing transaction, any of thevarious scenarios can be used to process the gift card. The gift cardfunds can also be applied to non-purchase fund transfers. For example,if the recipient chooses to donate to a particular charity, the systemcan apply the gift card funds, still according to any policies in place,even though the donation is not a “purchase” of a good or service.

FIG. 4B illustrates a second example block diagram 450 of anarchitecture 450 in which the system can operate. The architecture 450represents a model operated by an online merchant such as Amazon.com.For purposes of illustration, Amazon is used herein to represent ageneric online merchant in which the data about the giver and recipientare stored or received via a user interaction to process a gift card asdisclosed herein. A giver of a gift card communicates with the controlengine 456 through a network 454 via a user interface 452. The userinterface 452 can be a web browser on a desktop computer or mobiledevice, an application on a desktop computer or mobile device, atelephonic interface, a text-message based interface, a kiosk interface,and so forth. The actual interface details can be implemented in any ofa number of different ways, as can be appreciated by one of skill in theart. The giver has an account 458 with Amazon and desires to give a giftcard to a recipient having a recipient account 460 with Amazon. Each ofthe user accounts for the giver and the recipient with Amazon can beassociated with underlying bank accounts, credit cards, and/or PayPalaccounts, for example. In an environment like Amazon, or Visa,MasterCard, PayPal, or any other universe of users in which accountinformation is available, the system disclosed herein can be used toeasily identify givers, recipients and apply policies to exchange giftcards easily and seamlessly.

The giver provides instructions to the control engine 456 through theuser interface 452 to send a gift card to the recipient. The giver canprovide partial information to the control engine 456 to identify therecipient, such as an email address, username or a first name, lastname, and mailing address. The control engine 456 and the user interface452 can provide the giver a way to select which types of information toprovide. As the giver enters information, the control engine 456 and theuser interface 452 can also provide feedback to the giver regarding theentered information. For example, if the giver enters a mailing address,the control engine 456 can look up the mailing address in the Amazoncustomer database and determine that three separate user accounts listthe same mailing address. Thus, the control engine 456 can indicate tothe giver that it needs additional information to disambiguate which ofthe three separate user accounts is desired and optionally prompt thegiver to provide a specific type of information to disambiguate betweenthe three separate user accounts. When the giver has entered sufficientinformation to identify the recipient, the control engine 456 candisplay, via the user interface 452, a confirmation of the identifiedrecipient so that the giver is sure that the correct person has beenidentified. This confirmation can include any information, such as text,images, a purchase history, video, audio, personal metadata, a list offriends, and so forth, pulled from the recipient's Amazon account orother information available publicly or via other channels, such as asocial network via an API call.

When the giver has identified a recipient with the control engine 456,the giver also indicates an amount of money to give as a gift card and,optionally, any restrictions, conditions, or limitations on the giftcard. The amount can be fixed or dynamic. For example, as discussedabove, the amount can be $50 to any item on Amazon.com. Alternatively,the amount can be a gift card including a restriction to a purchase ofany HP inkjet printer from Amazon.com, up to a maximum of $200. Theactual gift card amount is not determined until the recipient makes apurchase of the indicated item.

Because the control engine 456 controls the gift card implementationbased on policies, handles the transactions, and controls (at leastindirectly) giver and/or recipient payment accounts, the control engine404 and the merchant or bank 414 of FIG. 4A are effectively merged intoone entity in FIG. 4B. As part of the process of creating a gift card,the control engine 456 can withdraw funds from the giver account 458 andplace them in a third-party account 462 until the recipient redeems oruses the gift card. Alternatively, the control engine 456 places a holdon the gift card amount in the giver account 458 until the gift card isredeemed. The hold can be a reservation of available credit on the giveraccount, which is charged when the recipient redeems the gift card. Thecontrol engine 456 can implement other fund processing variations aswell. In one aspect, the user accounts 458, 460 at Amazon are proxiesfor actual bank accounts such that Amazon can deposit, withdraw, hold,and perform other operations on funds in the actual bank accounts. Thecontrol engine 456 generates a virtual gift card associated with therecipient account 460.

The control engine 456 can provide an optional notification to therecipient via email, the recipient's Amazon account, or some othermedium. Then, the control engine 456 monitors each recipient purchasethrough Amazon.com to determine if the purchase matches the terms, ifany, of the virtual gift card. When the control engine 456 detects aqualifying purchase, the control engine 456 can apply the gift cardfunds to the recipient account 460, keep the gift card funds as paymentfor a product or service Amazon provides, or transfer the gift cardfunds to one or more vendor 464 of the product or service purchased. Thecontrol engine 456 can redirect a payment to a vendor 464 for a purchaseso that the purchase is made by the recipient as if the recipient payswith his own account 460 but the control engine 456 performs back-endmanipulations to redirect the payment out of the giver account 458.

In one variation, the control engine 456 can update the interface forthe recipient as the recipient browses the Amazon product catalog. Forinstance, if the virtual gift card is $50 for any item on Amazon.com,the control engine 456 can automatically reduce the prices listed on thevarious product pages as the recipient browses Amazon.com to reflectwhat the price would be if the $50 virtual gift card were applied.Therefore, the product page for a $120 boxed set of DVDs can show $70instead of $120. If the virtual gift card has conditions, restrictions,or limitations associated with it, the automatically updated prices canreflect that too. For example, if the virtual gift card is $30 for amicrowave oven, then the product page for the $120 boxed set of DVDs canstill show $120, but a page for a GE countertop microwave oven isreduced by $30. Additionally, the control engine 456 can displayautomatically and/or manually generated promotions that are onlyredeemable when purchasing a product or service with all or part of agift card. For example, Amazon may offer 10% off specific goods orservices when purchasing with a gift card. A merchant may refund acertain money amount to Amazon when an item is purchased, thus awardingAmazon for directing sales to the merchant.

Gift Card User Interfaces

The disclosure now turns to some example user interfaces, as shown inFIGS. 5A-5E. FIG. 5A illustrates a basic log in screen 500 where thegiver enters credentials before entering into a giver interface to begina gift card transaction. This provides basic information such as giveror recipient name 502 and a password 504, but can incorporate otherauthentication techniques, such as speaker verification, biometricidentification, swiping a credit card (or other identification card)through a card reader, personal confirmation such as recipient highschool, pet name, and so forth. The authentication can also be tied to amobile phone number or other unique, user-identifying information.

FIG. 5B assumes that the giver has logged in and the giver's name is“George”. Here, screen 506 illustrates a welcome screen for George,optionally including a greeting 508, and presents various specificoptions to George for giving a virtual gift card. The system canpre-populate various fields and menus using stored information about theuser, George. If such a recipient name is not pre-populated, then theinterface receives information from George that is sufficient via thepacket or other appropriate approach, for the control center to identifyan account for the recipient. The recipient list can be prepopulatedbased on previous gift cards or preentered names and informationassociated with various people that would receive a gift card fromGeorge. This can be presented in drop down menu 510 or via some otheruser interface component. George can identify recipients by name,address, email address, mobile phone number, bank routing number, creditcard number, a gift-card specific account username, number, or address,any personal data from the recipient, and so forth. If the virtual giftcard management entity is called VirtualGiftCard, potential recipientscan register with VirtualGiftCard and establish a VirtualGiftCardidentity such as recipient@VirtualGiftCard,www.VirtualGiftCard.com/recipient, or #recipient. These uniqueidentifiers through a virtual gift card provider allow potentialrecipients a simple, easy to remember way to share their recipientidentity with others for receiving gift cards. For example, a person whodesires to be a gift card recipient can register their identity onVirtualGiftCard and share that identity with their friends, family,workplace, schoolmates, and even post it on Facebook or some otherpublic forum or social network in order to elicit or otherwise promoteothers to give the recipient virtual gift cards. In an environment likeAmazon.com, recipients can be identified based on existing user accountsvery easily. Further, a person desiring to receive gift cards in thismanner can create wish lists of desired items that the system shareswith potential givers.

A recipient desiring to receive gift cards from a particular giver whodoes not have a user account can send a message via any communicationmedium such as email, text message, voicemail, etc. informing the giverthat a gift card wish list exists for the recipient and encouraging thegiver to establish a user account in order to give a virtual gift card.This solution solves the problem of a giver asking a recipient what theywant for a special occasion and the recipient replying “I don't know”.Once the recipient decides they would like to receive a gift card forparticular goods or services, the recipient can send a message to thepotential giver informing the potential giver that they have created awish list for virtual gift cards.

The interface 506 shown can be an application or website, for example.Alternatively, the interface can be a JavaScript or other widget thatpops up on another page, such as a Facebook profile page. In the exampleof a Facebook profile page widget, the interface can be pre-populatedwith the information of a person currently displayed on the Facebookpage.

In one example of this scenario, George does not need to know the creditcard number of the recipient. This provides a level of security withthis interface in which George only knows the name, address, and/orother identifying data of the recipient. If such information is providedin packet 406 shown in FIG. 4A to the control engine 404, a certainthreshold of confidence can be associated with identifying a particularrecipient. The system can give some confirmation information to George,such as the recipient's city of residence, car model, spouse name, highschool, pet name, or other information by which George can uniquelyidentify the recipient, to ensure that George knows that the system hasidentified the right person. However, such various security measures canbe taken in manners to those of skill in the art in order toappropriately identify the correct recipient in field 510 so thatthereafter the appropriate recipient account 410 can be utilized toprocess the virtual gift card.

Next, the giver fills in an amount field 512 or selects from a list ofamounts from a drop down menu or other graphical or multimodal manner.The drop down menu can be prepopulated with a list of previous amountsgiven to this particular recipient, common amounts given, or suggestedamounts based on the selected merchant, and so forth. The system canalso analyze the recipient's purchase history and suggest an amountand/or a merchant. For example, if the recipient goes to a favoriterestaurant every two weeks and spends an average of $65 per visit, thesystem can suggest a gift card to the favorite restaurant and base asuggested amount on the average, mean, mode, maximum or other suitableamount spent per visit.

Another field 514 provides a drop down menu (or other graphical ormultimodal mechanism) of merchants, but other input forms can be used aswell, such as predictive text entry, a web search, and so forth. HomeDepot is shown but other merchants can certainly be used to fill in orprepopulate this menu. These can include merchants that have previouslyprocessed virtual gift cards or that have been used by the recipient.

The giver can enter other conditions 516 associated with the gift cardbased on a variety of factors. For example, George desires to provide atiming element for the virtual gift card. George can give the gift cardto Rachel who is travelling to Italy for two weeks for her 10-yearanniversary. As part of a gift, George wants to help support thatvacation and limit the gift card's use to Rachel's purchases and costsincurred during that two weeks or related to that two weeks. Forexample, any purchase Rachel makes in Italy during those two weeks wouldqualify, but a purchase of swimming trunks 10 days before the trip canalso qualify because it relates to the trip to Italy. Accordingly,George can attach other conditions, via a policy, in which a certaintime frame and/or a geographic limitation is provided. Therefore, avariety of other conditions can be added to the virtual gift card tolimit its use appropriately. If the conditions include a two-week windowat a certain amount of time as well as a geographic location, then theconditional use of those funds can be based not on a merchant but ratheron purchases made using the credit/debit card while in Italy during atwo week period of time. In this way, George can tailor the gift cardmore specifically. A control engine, acquiring bank, card issuing bank,or other entity can monitor recipient transactions and compare themagainst the policy for applying the gift card funds. The recipient canalso provide manual input to help implement a gift card policy. If thegift card is not used in the time frame, the policy can indicate that itis cancelled and the funds released, no longer held, or transferred backto the giver.

FIG. 5C illustrates an example notification email 518 which explains tothe recipient 520, Rachel, that says, “George has sent you a gift cardfor Home Depot for $75. You can use the gift card by simply using yourVisa card at Home Depot or at homedepot.com”. The email can include a CCto the giver 522, in this case george@email.com. The notification isoptional and can be provided via other communication modalities as well,such as voicemail, Facebook communication, tweet, SMS, personal call, amailed letter or postcard, and so forth. The notification can includeother instructions as well. For example, if Rachel is going on the10-year anniversary trip mentioned above, then the message 524 caninclude, for example, “George has sent you a gift card for use on your10-year Anniversary trip in Europe. The card is for $100 and will becredited or used for purchases made with your Visa during your two weektrip only while you are in Italy. Enjoy your Anniversary!” In the caseof purchases abroad, the virtual gift card can be converted to theforeign currency all at once or at each individual transaction, orhowever the system determines is the best fit given the cost ofexchanging currency. For instance, if the $100 gift card is applied tomultiple transactions, each exchange of currency can incur a $4 servicecharge plus a percentage of the amount exchanged. The system can waituntil the two week trip to Italy is over, then exchange, in a singletransaction, as much as is needed for the multiple transactions therecipients made to avoid incurring the currency exchange service chargemultiple times. Alternatively, if the foreign currency is prone tofluctuations, the system can incur the service charge on a pertransaction basis to avoid losing value due to a fluctuating exchangerate. A giver can choose to give a gift card in a foreign currency ifthey know the recipient will be in a foreign country to avoid pertransaction charges and additional service fees.

These notifications can include targeted advertisements. For example,the system can perform an analysis of the recipient's general purchasinghistory, gift card based purchasing history, available balance on thegift card, interactions with the giver, an online shopping history, alocation history, and other personal factors to generate a recipientadvertising profile. Based on the recipient advertising profile,advertisers can target individual recipients and classes of recipientswith custom tailored advertisements. The recipient advertising profilefor gift card spending habits can be different than the recipientadvertising profile for general spending habits. Thus, an advertiser cantarget the recipient based on the recipient's gift card spending historyin order to extend a more attractive offer, promotion, or advertisementto the recipient.

FIG. 5D illustrates an email 526 that the system can optionally send toRachel after she makes a purchase using her credit/debit card. Themessage 528 can include several details. For example, the message 528explains how much of the virtual gift card has been applied to thepurchase. Assume $29.64 has been applied to the transaction for a shovelpurchased at Home Depot from a $75 gift card. The $29.64 is subtractedfrom the total $75 gift card amount to yield a balance of $45.36remaining available for use at Home Depot or homedepot.com. The noticecan provide this type of information as a reminder to use the remainingamount of the card or to provide the recipient with options to changethe policy or apply part of the policy, such as reverting the remainingfunds to go into their checking account. Optionally, the system adds alink to the communication so that Rachel can manage the gift card in acertain way. This also, as noted above, can include a CC to the giver ofthe virtual gift card.

FIG. 5E illustrates an exemplary optional reminder communication 536from the virtual gift card services to the recipient, Rachel. This isone mechanism of managing the use of the gift card funds such that thefunds do not go “stale” or get lost and thus never redeemed. The systemcan schedule gift card reminders to send to Rachel if she does not usethe funds within two months or six months or any appropriate selectabletime frame. The system can configure the optional reminders and theirschedule, but the giver and/or the recipient can also configure thereminders. In one example, the giver sets a reminder schedule and therecipient modifies the reminder schedule via a web, telephone, SMS, orother interface. The message 538 explains that the email is a reminderof a $45.36 available gift card balance for the Home Depot purchase.There is also a further note that after December 1, the amount willrevert to general applicability for any transaction at any merchantusing the recipient's credit/debit card. This again is another optionalsafety mechanism so that the funds are never “lost” or remain unused. Ifthe recipient never goes to Home Depot, ultimately at some point thesystem can simply apply the gift card funds to the recipient's firsttransaction that occurs after December 1. Other alternates exist inwhich the money can simply be credited to their account with a noticethat George has given them a certain amount of money that is left overfrom the Home Depot gift card. The remaining amount can revert to thegiver after certain conditions are met. The system can alternativelyapply those funds as a refund or bill reduction on a credit cardstatement that is not tied to a specific transaction, but is insteadsimply a deposit.

FIG. 6 illustrates a series of steps 600 associated with the managementof gift card funds. Step 602 includes selecting a policy for a giftcard. This can occur via a default mode or a user selected mode toestablish a certain policy or schedule for the distribution and use ofthe virtual gift card. One example of the policy is that the recipientis given six months in order to use the virtual gift card via theircredit/debit card at a selected merchant or at a brick and mortarmerchant location. In one variation, the system establishes a defaultpolicy for virtual gift cards. However, specific items, merchants,givers, recipients, or other entities or aspects can also includedefault and/or mandatory policies. The system can layer the differentpolicies for a virtual gift card. For example, the gift card giver canimpose a policy limiting the virtual gift card to clothing. The merchantcan impose a policy limiting the virtual gift card to within one year ofthe date of the virtual gift card, and the credit/debit card issuer canenforce a policy that money spent with the virtual gift does not applyto a frequent flyer or other rewards program. The system can combineeach of these policies and enforce each of them on the virtual giftcard. Each policy can include an expiration date after which the policyis not enforced. In one aspect, a minimum threshold of policies must besatisfied to trigger the application of the gift card funds, such as atransaction fulfilling at least 3 out of 5 policies in force. The systemcan notify the gift card recipient of the various policies when the cardis received, when the virtual gift card is redeemed by making a purchasewith the credit/debit card or at any other time. Merchants can also addincentives to those remaining amounts. The merchants would like to havethe recipient come back to the store. So if $12.50 remains on the giftcard, the merchant can offer to increase the amount to $15 or $20 toentice the recipient to come back. Such an offer can be for the nextthree weeks. As can be seen, a variety of was exist to use remainingamounts on gift cards and notifications with changes to encouragerecipients to return to the merchant.

The system includes a trigger associated with the use of the funds instep 604. The trigger can be an actual transaction using thecredit/debit card in which the funds have to now be applied and releasedfor a transaction. The trigger can also be an internal time frame inwhich the funds have not been used or some external event. The triggercan include a series of triggers. In an incremental trigger example,each trigger in the series should be satisfied before the next triggeris evaluated. In a partial set of triggers example, a predeterminedpartial subset of the set of triggers will satisfy the set, such as “anysingle trigger” or “each of triggers 3, 4, and 8”. In an entire set oftriggers variation, every trigger must be met in order for the whole theseries to be satisfied. Accordingly, the trigger can be after a periodof time in which the recipient has not selected to use the funds. Thesystem can arrange triggers to achieve complex functionality. Forexample, the system can arrange a first set of triggers indicating adate range of “January 1-January 31” and the merchant “Home Depot”, asecond set of triggers indicating a date range of “February 1-February28” and any of the merchants “Home Depot, Lowe's, Ace, and Menards”, anda third set of triggers indicating a date range of “March 1 or later”and no restrictions on merchant. The trigger can be a recipient, giver,or some other person's and/or device's location or some outside eventfor a specific purchasing transaction. This set of triggers provides aset of generality levels so that in January the gift card is applicableto a specific merchant, and if it is not used in January, then Februarythe gift card is applicable to a specific set of merchants, and if it isnot used in February, then the gift card is generally applicable to anymerchant. One trigger can lead to another trigger. This incrementaltriggering approach could allow for the giver to receive awards when apurchase is made at a preferred store. For example, the giver couldreceive a certain dollar amount or discount from a preferred store whenthe recipient redeems his gift card at the preferred store. The givercould receive a 10% coupon for Home Depot when the recipient redeems agift card of $200 or more. This scenario is a simple example and othervariations on a giver reward program exist. The last step involvesreleasing or applying the funds 606 to a transaction which, as notedabove, can either be releasing or using those funds for a particularpurchase or can involve transferring those funds directly to therecipient account or to some other location. Then the policy can includea series of triggers that cause the system to apply funds according tothe policy.

Gift card user interfaces can also enable the giver to blend a physicalgift card with a virtual gift card. Often for birthdays, Christmas,Hanukkah or any gift giving the giver desires to have some physicalobject to wrap up. The system disclosed herein can enable a scenariowhere the giver buys a physical gift card having a code or a bar code.This can be a special gift card or a normal gift card purchased. Thenthe giver can enter the code or scan a bar code in an interface toidentify that physical gift card. This can essential make the physicalgift card the “giver.” Then the giver can identify the recipient asdisclosed herein. The interface can therefore identify the giver accountas the physical gift card and the recipient with the associatedrecipient account. Absent any other user interaction, the policy for therecipient redeeming the gift card can be based on the physical giftcard. For example, if the physical gift card was for a merchant such asOlive Garden for $50, then the policy will apply accordingly, with anyadditional settings such as how to handle remainder amounts. The givermay be also able to modify the policy for the physical gift card.

Under the above scenario—the giver can actually give the physical giftcard for a present. However, the giver can then explain or send amessage or communicate in some way that the physical gift card has beenassociated with the recipient credit/debit account and all the recipientneeds to do is make the purchase at the merchant using theircredit/debit card. The recipient can therefore throw away the physicalgift card since it is no longer needed. This achieves all the goals ofbeing able to give a physical gift for the moment, but then handle thepossibility of losing the physical gift card or forgetting that money isstill on the card since the policy is applied to monitor the recipientpurchases and is applied for that gift card. Any recipient of a physicalgift card could also associate the gift card with the credit/debitaccount in the same manner.

Gift Card Management Portals

The disclosure turns to a discussion of management interfaces forvirtual gift cards. FIG. 7 illustrates an example portal 700 in whichusers, including givers and recipients, can manage their various giftcards. A network-based server and/or a local server can provide theportal 700 in which the recipient receives a number of different virtualgift cards. The prior art approach for dealing with such gift cards isto simply carry physical cards around in one's wallet or store them athome or elsewhere. The remaining amount on those particular gift cardsis easily forgotten and not always easy to retrieve. This ultimatelyleads to wasted funds or the funds can revert to the merchant throughfees or inactivity. It is almost impossible for the recipient of thegift card to remember how much money remains on the cards, especially ifmultiple gift cards are received at the same time. Accordingly, usingthe system disclosed herein, a recipient can manage, identify, and viewa variety of gift cards all in one location. Portal 700 illustrates allof the gift cards for one recipient or for one payment mode (such as achecking account, Visa credit card, or PayPal account). Information 702identifies a gift card from George to Rachel for use at Home Depot for$175. Information 704 identifies a gift card from Ryan to Rachel for useat Best Buy with $42.17 remaining In this case, a purchase of Boom BloxWii on Sep. 17, 2010 is identified and thus the history and use of thatgift card is presented. Information 708 identifies a gift card fromLinens'N'Things for $25 which is identified as expiring on Dec. 31,2010. This gift card is actually one directly from a store (i.e., amerchant is the giver) and has an expiration date and such expirationdate is identified on the report 700. Such merchant generated gift cardscan be automatically or manually generated based on purchase history ofthe recipient, combined with inventory or other data.

In this portal 700 interface, the recipient can easily review and browseinformation about all of the various virtual gift cards that they havereceived and thereby easily be able to manage these gift cards, changepolicies if allowed, merge gift cards, regift, and obtain informationabout the use of these gift cards. This interface can also include amenu for additional options, such as regifting, merging, sending a thankyou message to the giver, and rejecting or returning the virtual giftcard to the giver. The recipient can even add money to his own giftcard. The recipient can regift a received gift card even if therecipient has already purchased a desired item, Boom Blox Wii, from BestBuy using the gift card from Ryan 704 and has no further need for theremaining balance on the gift card. The portal can provide a way for therecipient to identify a regifting recipient and transfer all or part ofthe remaining balance to the regifting recipient as a new virtual giftcard. The recipient can also add an amount to bump up the amount to around number. For example, the recipient can add $7.83 to the remainingbalance of the Best Buy virtual gift card 704 to make an even $50virtual gift card for a new recipient. The portal 700 provides therecipient with an easy mechanism to view and manage each gift cardaccording to policies associated with each gift card. The recipient caneven be allowed to override the policies in some instances, such as fora fee or after a threshold duration, such that the system handles thegift card funds differently for the new recipient. Such opportunity maybe set by the giver, system, or any appropriate entity. All the optionsdisclosed herein for a giver are available to the recipient (as a newgiver) who is regifting all or a portion of a received gift card to anew recipient.

FIG. 8 illustrates an example portal 800 for use by a giver. In oneembodiment, both portals 700, 800 are integrated into a same webinterface so that a giver can manage all received and sent gift cards inone location, but the portals 700, 800 can also be completely separate.Just as a receiving party can have a portal as shown in FIG. 7 toidentify all of the received cards, a portal 800 can be presented forthose who send gift cards. Here, information such as found in rows 802,804, 806 and 808 can identify the date a gift card was sent, therecipient, the amount, the merchant, the current status, and additionaloptional actions which can be taken, such as send a message, send areminder or suggestion, or any other additional communication option forthe giver to communicate with the recipient. Accordingly, the system canpresent other options for such communication or using othercommunication means. For example, the interface can include a telephonein which the giver can directly call, such as via Voice over IP (VoIP)from this interface to the recipient and talk about the virtual giftcard or any other topic. In one variation, the portal 800 can include anoption to send a copy of the virtual gift card again in a year or atsome other interval. In the case of birthdays, the option to send againcan include the ability to increase the amount by a specific dollaramount, based on inflation, or based on some other criteria. In oneembodiment, the virtual gift card can be triggered by some behavior,such as a recipient earning straight As on his or her report card. Suchdata can be defined by a social network or other general data source.The system can monitor the appropriate information source forfulfillment of the trigger, the system can activate the virtual giftcard and/or send a notification to the giver and/or recipient that thevirtual gift card is active. Further, the system can send a notificationof the trigger to the giver for approval before activation.

FIG. 9 illustrates an example interface for managing policies associatedwith sent and/or received virtual gift cards. In the interface 800 ofFIG. 8, the giver can click on the row 802 for Tom Jones to expand alist 902 of available and/or applicable policies. The list can be acompilation of different policies from different sources or a singlepolicy encompassing each presented aspect. This interface is exemplarycan be interchanged for other interfaces. This interface provides a listof valid merchants as a policy, which the giver can revise, add to, orremove before or after the virtual gift card has already been sent tothe recipient. The interface provides a way to manage the expirationdate. Some policies, such as the “split gift card” policy arecontrollable only by a recipient, so the giver interface disables and/ordoes not display these policies. Likewise, a giver interface can providethe giver a way to manage giver-controlled notification policies. Someaspects of notification are controlled by a third party or by therecipient, so they do not show up in the giver's interface. After thevirtual gift card has been sent, the giver can modify the virtual giftcard by applying promotions. Some of these promotions may not have beenavailable at the time the virtual gift card was sent, but becomeavailable at a later time. At this later time, the giver can includethese promotions in the virtual gift card. The giver can also indicateat any time that any promotions or class of promotions can be appliedautomatically when or if they become available. The recipient managementinterface can provide a similar corresponding way to view, add, manage,change, and remove policies on received virtual gift cards.

FIG. 10 illustrates an exemplary method for managing virtual gift cards.A system configured to practice the method identifies a user, which canbe a giver and/or recipient of a gift card (1002) and retrieves a listof pending gift cards associated with the user, wherein each gift cardin the list is associated with a payment mode of the user such that uponthe recipient using a recipient payment mode to make a purchase, anamount of money associated with one of the pending gift cards is appliedto the purchase (1004). The system retrieves current status informationfor the list of pending gift cards (1006). The system presents at leastpart of the list of pending gift cards to the user (1008). Users canaccess this information via a virtual gift card management portal suchas a web site, smart phone application, automated speech interface, andso forth. In one aspect, the interface sorts the gift cards. Forinstance, the user can sort the gift cards by sent and received, date ofthe gift card, amount available or outstanding, merchant, friend,policies, etc. Through the interface, a giver can modify aspects of asent gift card, such as increasing the amount on the gift card, changingthe policies associated with the gift card, adding or removing paymentmodes with which the gift card is associated, etc. The virtual gift cardmanagement can be split into a section for sent gift cards and a sectionfor received gift cards. The management interface can display thepolicies associated with each card, links to websites or applications ofthe financial institution providing the payment mode, such as AmericanExpress, Visa, MasterCard, a local bank, and so on.

Gift Card Promotions

The disclosure now turns to a discussion of adding promotions to avirtual gift card. FIGS. 11A and 11B illustrate interfaces for a giverto add promotions during a creation event of a virtual gift card, but arecipient can also view and accept promotional offers when the card isreceived, when managing a received card, when redeeming a receivedvirtual gift card, when reviewing remaining amounts, and/or at any othersuitable time. FIG. 11A illustrates a window 1100 for additionalaccessorizing, including promotions, or upselling of the virtual giftcard. The giver, George, wants to give $50 to Rachel for use at theSizzler restaurant. The system can identify different availablepromotions to “accessorize” the virtual gift card. Here, one promo 1102is from American Express. A giver can select the promo 1102 with acheckbox or other input to require Rachel to pay via American Expressand thus get an extra $5 added to the gift card amount.

It is presumed in one example that the system has already gatheredinformation about Rachel and is aware that Rachel has an AmericanExpress card that can be selected. A promotion 1102 provides for anadditional level of competition among credit card issuers. Rachel has aMasterCard, Visa and American Express credit cards. Clearly, AmericanExpress or any of the other card issuers desires to push more businesstheir way for fees, rewards, loyalty, or other reasons. Card issuers canoffer an additional bonus amount of money if the giver selects a cardfrom that issuer. Therefore, if the giver selects promo 1102 then theultimate notification that the system sends to Rachel can include therequirement that in order to redeem the virtual gift card, Rachel mustusing her American Express card at Sizzler. The system can optionallynotify recipient Rachel that an extra $5 is being added by AmericanExpress to the virtual gift card amount. However, appropriatecommunication is made to instruct Rachel to use the American Express atSizzler to redeem the virtual gift card. In this aspect, AmericanExpress either can increase the virtual gift card balance or apply a $5credit to Rachel's American Express bill when the virtual gift card isused.

Similarly, the giver can limit the use by Rachel of the gift card to aweekday. Promo 1104 indicates that if Rachel uses the gift card on aweekday that he would get a free dessert. That box can be checked as apromotion by Sizzler in order to drive the recipient's behavior to cometo the restaurant as a certain time, perhaps when it is normally slow. Acommunication would then have to be made to Sizzler, in which once theAmerican Express (or other card) is used to make a purchase on theappropriate time (Monday-Thursday) and in the evening, then the dessertthat would be ordered would be given free. Sizzler, or the merchant,either can increase the virtual gift card balance to cover the freedessert or handle the promotion side by applying the discount at theregister or point of sale without affecting the virtual gift cardbalance.

FIG. 11B presents a potential widget in which the system has identifiedthe giver as George, the recipient as Rachel, and the merchant as OliveGarden. The system has identified that Rachel typically uses, has used,or is eligible to use one of two payment mechanisms for purchases atOlive Garden: a Visa and a MasterCard. The opportunity presented toGeorge in FIG. 11B enables George to choose between the Visa and theMasterCard. As is shown in the widget, Visa is offering an additional $2to the virtual gift card and MasterCard is offering an additional $1 tothe virtual gift card. The Olive Garden can offer an extra $10 if it islimited to lunchtime on Saturdays. This presents an opportunity for thecredit card issuers to upsell or encourage the giver to select aparticular card for redemption of the virtual gift card. The giver,George, can click the send button to complete the transaction. If Georgedoes not select either Visa or MasterCard, the system can presentadditional information to George that the most common card used byRachel is the Visa card and that the Visa card is the default if nospecific card is selected. The system can apply various algorithms inorder to present this selection of Visa or MasterCard to the giver. Forexample, if the virtual gift card is for dinner at P.F. Chang'srestaurant, the information presented to George can indicate that Racheltypically uses her MasterCard for restaurants and other such social orlike purchases.

If Visa wants to shift that usage from MasterCard to Visa, Visa may bemore willing to upsell the virtual gift card and offer more money inaddition to the virtual gift card amount. In this respect, a systempracticing this aspect of the disclosure receives information about thegiver, the recipient including credit cards or debit cards as well aspurchasing history associated with those credit cards and debit cards.An algorithm compares the purchasing history with information associatedwith the virtual gift card and the scope or the context in which thevirtual gift card can be redeemed. The algorithm can then present to thegiver options associated with the recipient's accounts that are tailoredto the virtual gift card context and the purchasing history of therecipient. The system receives a selection from the giver of a selectedpayment mechanism (or no selection, which defers to a default mode) andthen carries out the processing of the virtual gift card according tomechanisms disclosed herein.

FIG. 12 illustrates an example method of the promotion-related userinterfaces of FIGS. 11A and 11B. The system identifies a creation eventof a gift card (1202) and identifies an applicable promotion to the giftcard (1204). Then the system presents the applicable promotion to auser, either a giver or a recipient, associated with the creation event(1206). The system receives input from the user indicating acceptance ofthe applicable promotion (1208). Then the system can incorporate theapplicable promotion into the gift card such that upon a gift cardrecipient using a recipient payment mode associated with the gift cardto make a purchase, a gift card amount of money is applied to thepurchase according to the applicable promotion (1210). The system canpresent the promotions to a giver and/or a recipient. For example, whena giver is creating the virtual gift card, the system can present afirst promotion, and when the recipient receives or after the recipienthas received the virtual gift card (or notice of the virtual gift card),the system can present a second promotion which may be the same as ordifferent from the first promotion.

A second example involves rewarding the giver when a recipient redeemsthe gift card at a preferred store or for a preferred service. Forexample, when the recipient redeems the gift card at Home Depot insteadof letting the gift transfer to a dollar amount after a specific timeframe, the giver earns a reward, such as a $5 gift card to Home Depot.The giver may choose to redeem it himself or give it to the same ordifferent recipient that redeemed the original gift card. Not only doesthe recipient receive a benefit in this scenario, but the giver alsoreceives a benefit when they give a gift card. Rewarding the giverprovides the merchant a way to seek additional customers, i.e. thegiver, to reward loyalty, and to track gift purchases in a more preciseway. In this way, a healthy relationship can exist between a gift cardgiver and a merchant where all parties (the giver, the recipient, andthe merchant) benefit from the giver giving a gift card to themerchant's store. While promotions can be handled manually, an automatedpromotions infrastructure can allow merchants, credit card issuers, andother potentially interested entities to set rules, policies,thresholds, and/or other guidelines for automatically generatingpromotions in a much more targeted and responsive way. The giver canbuild up over time rewards for giving gift cards. Entities offeringpromotions can manage these promotions and associated policies, rules,and so forth via a promotion interface. The promotion interface can alsoinclude analytics, statistics, billing, customer tracking, customerloyalty, overall retail performance, individual transaction performance,and other reports.

The system can also receive from a giver an identification of arecipient and a dollar amount for a virtual gift card. The system alsoreceives from the giver an identification of one of a credit card/debitcard issuer and a time frame associated with use of the identified card.Promotions can be time-sensitive, lasting for a limited duration. Thesystem can also present to the giver various additional upselling itemsassociated with one or more possible selections. The system then managesthe redemption of the virtual gift card based on the received conditionsin the policy set forth above.

Blanket upselling or offers can be provided with the gift card approachdisclosed herein. For example, assume that Olive Garden, in theircalculation, desires to bring more people in who have virtual gift cardoutstanding for their stores. The company can simple provide anannouncement or an advertisement that states that anyone having avirtual gift card with money still on the account for the Olive Gardenwill receive an extra 10% off their meal if they come in the next week.The policy governing the Olive Garden gift cards can be centrallymodified to handle such a promotion for everyone coming in and usingtheir credit/debit card account. Such policies can also be modified on astore or region basis. For example, a study may show that there are anunusual number of gift cards for one city that are not being used. Thescope of the offer can be for residents of that city. The policies forthose gift cards based on geographic location (which can be determinedby address of the recipients, address of the recipient account, or otherfactors) can be modified for such a promotion. Then if someone with anOlive Garden virtual gift card from a neighboring state uses their giftcard, they may not then have that particular promotion applied to thembecause they do not fall within the regional scope of the offering.

The above idea provides an additional feature of how policies can bemanaged to upsell or add offerings to a single gift card or groups ofgift cards. The offerings can be divided in any manner. There can be a“female” night at the merchant, or all patrons over 50 years old can geta discount. Such data can be identified in connection with the recipientaccount and so applied. Any personal or other kinds of data can beassociated with a recipient account and therefore be used to modifypolicies or make additional offerings. In another example, the offeringmay be for any recipient who traveled to Mexico in the last year (andperhaps used their credit/debit card on the trip) gets a specialdiscount on sporting goods. The activity of the recipient account can betracked to trigger whether particular individuals comply with theoffering.

All such recipient offerings discussed above also apply to the giver andgiver accounts. Therefore, the offerings can be based on a study thatgivers of gift cards have been decreasing over time and that merchantsdesire to increase the numbers based on geography, demographics, usagehistory, or any other type of data that can be applied to a giveraccount. Thus, an example offering could be that any giver who went to aprofessional basketball game this year, (and perhaps purchasing theirtickets using their credit/debit account), will get an extra $3 added toany gift card given in the next month. The system can obtain any suchdata about the giver or recipient through social networking, personalinput to a website, tracking financial transactions, third party entryof data, or any other database. Such offerings for givers and/orrecipients may also come from external events. For example, the offeringmay be if the Yankees win the World Series, then all gift card giverswill have an extra $2 applied for all New York restaurant gift cards forthe week after the game to celebrate. The combinations of triggeringevents for offerings and the scope of offerings is widely varied. Thebasic approach is that promotional offerings can be carefully craftedand controlled on any type of basis for a particular group of people todrive them to either purchase gift card, redeem gift cards, regift giftcards, or perform any event associated with gift cards as disclosedherein.

Such events could even include concepts such as modifying the policyassociated with their cards. If a recipient has a gift card that is nottied to any merchant, a promotion may simply be that if that recipientwill transfer that gift card to be only redeemable at the merchantestablishment, then some value is added such as a free dessert or anamount of money added to the gift card.

An example of an external event is where the system may monitor webactivity and determine that in a particular region, the number of webhits for certain cites such as Home Depot are on the rise or out ofnormal usage. The system can treat this as a trigger or be triggered bythis detected data and cause a promotion accordingly. The promotion maybe to all those in the region who have gift card money not yet used atHome Depot to come in and receive an additional value for using the giftcard during a specific time. Such external events may include otherthings such as weather reports. If a storm is coming, this event cantrigger a promotion to those with gift cards to Home Depot to get adiscount when redeeming the gift cards in preparation for the storm.

To accomplish these functions set forth above, detecting systems for thevarious input can be used, which can then communicate with policyimplementing and/or promotion intelligence engines which will determinea particular promotion and scope of distribution. Each individual mayreceive as part of a promotion a tailored promotion given variousfactors such as purchasing history, amount left on their gift card,income, circle of friends, policy for that card (such as 1 week leftbefore it is going to expire or be distributed to the recipient account,or 6 months left), etc. The promotion can be therefore varied forindividual cards and the policies associated with the gift cards orother factors.

In general, promotions can be triggered by manual input or automatedinput that is internal to the use of the gift card or external and/orbased on group activities or trends. A promotion engine will receive thevarious input, compare the input to the group of outstanding gift cardsand/or the policies of those gift cards. Data associated with therecipients and/or givers of the gift cards can be received. Thepromotions engine can then, based on the data, generate a promotion thathas a high likelihood of encouraging recipients and/or givers to act tofurther use or give gift cards as urged by the promotion.

Gift Cards and Social Networking

The disclosure now turns to a discussion of virtual gift cards andsocial networking. The virtual gift cards identified herein alsoadvantageously can be used in specific verticals and social networks.For example, FIG. 13 illustrates a Facebook page 1300 in which a virtualgift card can be applied. Window 1302 includes the typical Facebookinformation. The right portion of this page illustrates an examplepresentation of various pieces of information that can help the giver, aFacebook user who is currently logged in to Facebook, to give virtualgift cards in an efficient manner. Personalized information fromFacebook about a giver, as well as various friends or family membersidentifiable via Facebook, other social networks, email contact lists,applications running on the Facebook platform, a gift card sent/receivedhistory, a calendar of upcoming events associated with friends and/orfamily, and/or other sources can be used to present opportunities togive a gift card and/or a predicted set of gift card recipients inwindow 1300.

For example, birthdays 1304 (or other special events such asanniversaries, graduations, engagements, weddings, holidays, and soforth) can be presented in a certain order in which Mom's birthday 1306is identified as being January 6th, the system can present a suggestedoption of Olive Garden and $20 as a virtual gift card, in addition tothe Send button. Because the system predicts information based on yourfriends and family, the gift card interface can present a “One-Click”virtual gift card. It is assumed that Mom has previously been identifiedin the Facebook system, the system knows who the giver's Mom is, and thesystem can appropriately identify Mom's account such that system canprocess the $20 from the giver's account to the Mom's account when apurchase is made at the Olive Garden using an existing credit/debitcard. Where Facebook or an environment account does not have accountinformation, then the system can communicate securely with a system thathas the needed account data and/or can carry out the policies for giftcards. In this respect, a Facebook environment only needs sufficientdata for the giver, recipient, account, and policies, to transfer thatdata to a system that can carry out the gift card process.

The birthday list 1304 can include other entries. One entry 1308identifies June Smith has an anniversary coming up and suggests a $25virtual gift card for Cinema 10. The system can generate othersuggestions upon request based on an analysis of a number of factors,such as previous virtual gift card history, previous use of Facebook,previous amounts given via virtual gift card, what others have alreadygiven June Smith (gift card amounts and gift card merchants), and soforth. The system can identify and correlate this information in orderto present suggestions in window 1300 for giving virtual gift cards fromthe giver.

The birthday list 1304 includes an entry 1310 for a $20 gift certificatefor Sister through Amazon.com. Accordingly, the recipient can use thatgift card in their next purchase on Amazon.com. The recipient does notneed to keep track of and enter any gift card codes inasmuch as Facebookand/or other mechanisms appropriately identify the “Sister” to the giversuch that the remaining processing can easily occur. This eliminates theneed for the sister to enter a long alphanumeric code to receive a $20virtual gift card associated with a transaction such as any purchase onAmazon. The display informs the giver that last year the giver sent a$20 Amazon gift card to the recipient. This information can help thegiver determine an appropriate amount.

A social network site, such as Facebook, MySpace, Twitter, or the like,can provide individual “one-click” buttons to give a virtual gift cardto a giver directly on the giver's profile page. For example, if Georgebrowses to Rachel's Facebook page on or shortly before her anniversary,the Facebook page can include a virtual gift card button that George canclick to give her a $20 gift card instantly based on both of theiraccount information available to Facebook. Inasmuch as the identity ofthe giver and recipient are already known, the system only needs to tapinto the recipient account data and carry out the gift card polices. Inone alternate embodiment, in conjunction with the “one click” option,the giver can click to expand and edit the gift card options. Forexample, George can click to expand the “one click” gift card, increasethe amount from $20 to $40, and change the merchant from amazon.com toMacy's.

Scheduling Gift Cards

FIG. 14 illustrates an interface 1400 that enables a giver of a virtualgift card or cards to schedule various recurring virtual gift cards. Forexample, a giver wants to schedule gift cards for significant events ofcertain close relatives or friends. The events can be scheduled forrecurring events, such as a yearly birthday gift card or at some otherinterval such as an anniversary gift card every five years, or forone-time events such as a wedding, birth, or graduation. Row 1402illustrates a schedule for the giver's Mom whose birthday is on April1st. The giver can select various options such as reminder and preview,choose a dollar amount, choose identification of the card to be used bythe recipient to redeem the gift card, and a merchant for redemption.Messages can be added such as “Happy Birthday” which can add to thepersonal nature of the communication. The giver can then schedulevirtual gift card email to be communicated on a certain date in advanceof the birthday. The reminder option instructs the system to remind thegiver to send a gift card for a particular recipient and/or event. Thereminder can include a gift card history for that recipient or event.

Further, the system can provide an optional pre-populated gift cardrequest for the giver to confirm to initiate the gift card. The previewoption is a variation in which the system sends a preview to the giverbefore sending the actual gift card. The giver does not need to doanything to confirm or approve the scheduled gift card. However, thegiver can, based on the preview, transfer funds between bank accounts tocover the scheduled gift card, or log in to the gift card schedulerinterface (or directly in the preview communication) to change anysettings associated with the scheduled gift card, including cancellingthe scheduled gift card. For example, the system can present a graphicor multimedia presentation to the giver illustrating the policy for thatgift card. Changes to the policy would be shown in the graphic.

Row 1404 illustrates an example scheduled virtual gift card for Dad'sbirthday. Row 1406 illustrates a scheduled virtual gift card forSister's anniversary at a certain date with a reminder box checked aswell as the preview box checked. The amount is for $50 and is for anovel by John Grisham. The identification of what the virtual gift cardis used for is not limited to a particular merchant but to a particularproduct regardless of the merchant providing the product. Whether thepurchase is at a brick and mortar store or online, wherever there is amechanism of identifying the item purchase, this virtual gift card wouldapply to that particular item. After the purchase of the novel, thesystem can apply the remaining funds, if any, to any purchase withoutlimitations or transfer the remaining funds back to the giver, forexample. The system can provide a message in the virtual gift card, inconnection with a communication to the recipient associated with thevirtual gift card, and/or on a store receipt.

Row 1406 also illustrates another point in which the scope of thevirtual gift card can be modifiable. A typical physical gift cardapplies to a particular store or close group of stores such as the OliveGarden or any store within a mall. Because the recipient redeems thegift card by simply using a Visa card online or at a merchant store, thesystem can gather additional information about the purchase. Therefore,a grandfather gives a gift card of $500 to help his grandson simply buya car. There is no particular merchant but the scope of the virtual giftcard is based on the general description of an intended purpose for thevirtual gift card. Therefore, as the grandson goes out and purchases acar, the system can process the $500 in any number of ways such that thevirtual gift card is applied to that particular transaction for thegrandson. In another example, a mother gives her daughter a monthlyrecurring virtual gift card of $100 for use at college. The mother canplace a location-based restriction on the use of the virtual gift cardto within 20 miles of the college campus and can also limit the use ofthe virtual gift card to purchases of text books, food, toiletries, andgas, regardless of the merchant or vendor. These types of more complexconditions or limitations on the gift card are unavailable withtraditional physical gift cards. Thus, a variety of different waysexists for managing the scope of transactions to which the virtual giftcard is applied.

Combined Gift Cards from Many to One

The disclosure turns to a discussion of another aspect of thisdisclosure, namely a group gift card. FIG. 15A illustrates an exemplaryuser interface 1500 for giving a group gift card to Tom for hisbirthday. In one example implementation, a group gift card is a way formultiple givers, such as friends, co-workers, or family members, to eachcontribute a small amount to a virtual gift card for one recipient.Thus, one friend contributes $2, another friend contributes $3, anotherfriend contributes $1, a spouse can contribute $20, etc. The systemtakes all those contributions and combines them into a single virtualgift card for the recipient. This can be applied to weddings,honeymoons, baby showers, retirement gifts, and so forth.

While a group gift card can operate in many kinds of environments, theexamples discussed herein are in the context of a social networkingenvironment. For example, if Rachel's birthday is coming up, Facebookpresents to all or part of Rachel's friends a popup window 1500 thatincludes information such as a title, a total amount of money collectedfrom various givers in a group virtual gift card, and other informationsuch as the largest giver. The largest giver is George who hascontributed $10 to the virtual gift card. The display 1500 can include anumber of total contributions as well. The system can analyze therelationship between the gift card recipient and the giver viewing thedisplay to generate a suggested amount to contribute to the gift card.The relationship is a business acquaintance and the suggested amount is$10, but the system can suggest other amounts for personal or othertypes of acquaintances, family members, co-workers, and so forth, basedon a variety of factors. The window 1500 can include a “one click”button to give the suggested (or other) amount, or the window 1500 caninclude a separate field or input element 1516 where the giver enters acertain dollar amount.

The group gift card works in the context of the present disclosurebecause the system gathers all of the various moneys into a singleamount and gives that amount to the recipient as a single virtual giftcard. Therefore, following the development of a group gift card, thesystem can present the recipient Rachel with an email or othercommunication that lists the 22 people that have contributed to a giftcard of $61. There may be no identifiable scope to this use and it mayimmediately go into Rachel's Visa account or debit account. In onevariation, each giver votes for a particular restaurant, merchant,vendor, or for a particular use. The givers' votes can have a oneperson, one vote weight or the vote weights can be associated with theamount of money contributed to the gift card. The social network, suchas Facebook, can present a “game” to givers where each is encouraged tocontribute more money to “beat” another giver for first place. Onevariation to encourage this type of game is to allow only the topcontributor (or top N contributors) to select the ultimate gift card. Inone aspect, the system can establish a contribution period during whichsocial network friends can contribute to the group gift card. In anotheraspect, the system resides outside the actual social network and canimplement the group gift card using contributions from multiple sources,such a gift card web portal, other social networks, kiosks, and soforth. At the end of such a process, the resulting virtual gift card canbe for $71 for dinner at the Olive Garden which was what most of thecontributors desired to define as the scope of the virtual gift card. Agroup dynamic can greatly enhance the experience of generating andcompiling a virtual group gift card.

A human can initiate the group virtual gift card and become an organizerfor the card. The organizer can set the terms of the gift card, thecontribution period, and other aspects associated with the virtual giftcard. The organizer can also filter messages to the recipient from theother contributors associated with the virtual gift card, and so forth.The organizer can decide, for example, whether to enable voting for thegift card merchant and can manually select a particular vendor, item, orother restriction for the virtual gift card. In one variation, thesocial network is the “organizer” and can maintain that role throughoutthe virtual gift card creation process or can hand off that role to ahuman participant. In another variation, the highest contributorautomatically assumes the role of the “organizer”. The system can holdcontributed money in a third-party account until redeemed, transferredto the recipient's account, or otherwise used by the recipient. In theevent that a group gift card is rejected or cancelled before the systemcompletes the process, the system can refund the contributed funds tothe contributors directly and optionally notify them of the failedvirtual gift card.

The system can further provide notifications in connection with a groupvirtual gift card. For example, each contributor to the virtual giftcard can include a personal message with his or her contribution. Thenwhen the system notifies the recipient of the virtual gift card, thenotification can include a list of all the contributors and theirrespective messages. The messages can be text, images, audio, video,documents, and/or other formats. The system can provide a notificationto the recipient via email, SMS, web site link, Facebook post or othersocial network action, a printed and mailed physical greeting card, andso forth. Similarly, when the recipient uses the virtual gift card tomake a purchase using their Visa card, MasterCard, PayPal account, orother recipient payment device, the system can notify all or part of thecontributors that the virtual gift card has been redeemed, what waspurchased, etc. The recipient can control those notification settings,such as who gets which notification, who gets a notification at all,what they will see, and so forth. Further, contributors can opt in oropt out of these notifications.

One example of a group card in operation can be a bereavement group giftcard. If a spouse passes away, a bereavement email can be sent by afriend with a gift card request. People can easily each give amounts tothe surviving spouse who can get a notice of how much is available foruse on their credit/debit card at a very difficult time. Thus, varioustypes of group gift cards can be applied in the system. This makesredemption very easy for those in need.

FIG. 15B illustrates an example architecture 1520 for interfacingbetween online merchants, social networks, and banks that can be usedfor individual or group virtual gift cards. This architecture 1520allows a merchant 1524, such as Amazon.com, with established useraccounts 1526 with the merchant 1524 to communicate with a socialnetwork 1528, such as Facebook or MySpace, with established useraccounts 1530 with the social network 1528, for the purpose ofprocessing (i.e. giving, receiving, managing, and redeeming) virtualgift cards. Further, a control engine 1522 can interact with the socialnetwork 1528 and/or the merchant 1524 to guide or control virtual giftcard transactions. The control engine 1522 can communicate with a bank1532 or other financial institution holding a group of bank accounts1534 and a third-party account 1536 for holding funds in some virtualgift card scenarios. Some bank accounts 1534 correspond to the variousaccounts 1526, 1530 in the social network 1528 and/or the merchant 1526.The architecture 1520 can provide a user interface for the users on thesocial network, merchant, and/or control engine to manage virtual giftcards. The social network 1528, merchant 1524, control engine 1522, andbank 1532 can communicate with each other via established APIs forpurposes relating to creating, delivering, notifying, and predictingrelated to virtual gift cards.

For example, multiple givers on the social network 1528 who each have asocial network account 1530, want to give a virtual gift card good for apurchase at the merchant 1524 to a recipient who also has a socialnetwork account 1530. The social network 1528 communicates thisinformation to the control engine 1522 via the API. The control engine1522 communicates with the bank 1532 (which can represent one or moreseparate financial institutions) to identify bank accounts 1534associated with the respective social network accounts 1530 of themultiple givers. The control engine 1522 reserves, withdraws, or holdsfunds for the virtual gift card from the identified bank accounts 1534,such as in the third-party account 1536, according to the type ofaccount it is (e.g. credit or debit). The control engine 1522 can alsoidentify the recipient's account 1526 at the merchant 1524 and creditthe virtual gift card amount directly to that account. The controlengine 1522 can also associate any policies and/or triggers with thevirtual gift card. Then the control engine 1522 optionally sends anotice to the recipient of the virtual gift card via the social network1528 or other communication modality. The recipient of the virtual giftcard can then shop at the merchant 1524 and the control engine 1522and/or the merchant 1524 applies the virtual gift card to transaction(s)according to the policy and/or triggers established.

FIG. 16 illustrates a method embodiment of this approach. In onevariation, the system receives a gift card for a recipient from a groupof givers (1602). Then the system withdraws a group of gift card amountsof money from accounts, or reserves credit available, of the group ofgivers (1604). The system identifies a recipient payment mode (1606).Then, upon the recipient using the recipient payment mode to make apurchase, the system applies at least part of the group of gift cardamounts of money to the purchase (1608). The group of givers can be on asame social network, for example, or spread over multiple platforms,such as social networks, merchant environments, banks, and so forth.

Intelligent Transitions for Gift Card Options

FIGS. 17A-17D illustrate an aspect of this disclosure associated withintelligently transitioning gift card options, including virtual giftcards, at a web shopping portal such as Amazon.com. Here, a window 1700illustrates a giver George 1704 who is shopping on Amazon. A particularcontext 1702 is arrived at in which an item is being viewed for purchaseon Amazon. The system can present an interface to George for giving avirtual card 1706 to somebody. The interface can include a widget 1708to enable George to select a particular person as a recipient of avirtual gift card. George can identify in other fields a particularamount of money, a message field for the recipient, an amount of money,and/or other options relating to the virtual gift card. All of thisinformation can be combined in a widget 1708 or a small window that thegiver can use to give a particular gift card to a particular recipient.The fields in window 1708 can be prepopulated based on the currentcontext of George's searching within Amazon. For example, if George hasarrived at a television set that is $800 to buy, then that amount ofmoney can help to prepopulate information 1708 such that the virtualgift card that is ultimately generated from George can be associatedwith the particular product or service that is being searched on Amazon.Therefore, the virtual gift card can include a specific purchase of theitem for the recipient or can include a presentation of a more standardvirtual gift card for a certain amount of money. In one aspect, when agiver clicks Purchase 1710 in FIG. 17A, the virtual gift card can becreated and transferred to the recipient either through an Amazonaccount generally or through one or more specific credit card that therecipient has on file at Amazon. In other words, if George selects togive a virtual gift card to Rachel, and Rachel has a Visa that is usedin her account on Amazon to purchase items, then the virtual gift cardfrom George can be processed through Rachel's Visa stored in her Amazonaccount. Otherwise, the virtual gift card can be redeemed directly viathe Amazon account and not using the recipient's debit or credit cardaccount.

FIG. 17A therefore illustrates an approach in which a virtual gift cardinterface can be presented that is dynamic based on a level of surfingan internet page. If FIG. 17A represents an initial beginning of asearch at Amazon in which the giver has just logged in, then thepresentation of a window 1708 can represent an opportunity for George togive a virtual gift card to somebody just for use on Amazon. This isbecause the context in this scenario is only based on being in theAmazon environment. Assume that George searches for the garden sectionand browses to the interface shown in FIG. 17B.

FIG. 17B illustrates a dynamically modifiable virtual gift cardinterface at a lower level. Here, assume that window 1712 represents asearch such that the giver is in the Amazon garden environment 1714.Here, various garden tools and supplies are available. The widget 1718that can be presented to give a virtual card 1716 can adapt to thiscontext. As can be seen in window 1712, shovels, rakes and hoses thatare available in the window 1718 can adapt such that the giver canselect as the scope of the virtual gift card and can be dynamicallymodified such that garden items defines the scope of the virtual giftcard. Therefore, when the giver uses field to select a recipient for thevirtual gift card, and the amount is entered in field, when George hitsPurchase in field 1720, then the virtual gift card that is given canhave a dividable scope of garden items within the Amazon environment.Further, the system can analyze the contents of the window 1712 andgenerate a one-click button 1722 to create a virtual gift card for Dador some other friend, relative, or acquaintance. George clicks on theshovel portion of the garden section and browses to the interface shownin FIG. 17C.

FIG. 17C illustrates yet another layer. Here, assume that George hasnavigated to a more detailed environment within Amazon just related toshovels 1726. Window 1724 illustrates this level in which the dynamicwidget 1730 presents the option to give a virtual gift card 1728 with aparticular person who populates the To: field and the For: field ispre-populated with shovels. The system can also pre-populate an amountbased on the average cost of a shovel and other options furthertailoring the virtual gift card. The giver selects a “purchase” field1732 and/or “send a gift card” field 1734 to send a gift card. George issending to Rachel a virtual gift card with a scope limited to use for ashovel on Amazon.com. This is of course because of the context in whichwidget 1730 is presented based on the George's current search and/orother context information. George clicks on the space item of the shovelportion and browses to the interface shown in FIG. 17D.

FIG. 17D illustrates yet a more specific context of searching withinAmazon in which a specific item such as a spade is identified 1738.Window 1736 shows review information and specific cost of $9.75 plus $2shipping. Here, specific “One Click” options are presented such as “Senda Spade to Rachel” with button 1740. Another option is to send a virtualgift card to Rachel with button 1742. These specific “One Click”purchasing options can be presented in an environment such as Amazonwhere the various recipient and giver information is previously known.Widget 1746 also illustrates the various options of selecting who tosend the virtual gift card to such as “To: Rachel” and “For: Spade”prepopulated with the particular spade that is being viewed. The systemcan also pre-populate an amount of $11.75 based on the price of thespade plus the estimated or actual shipping amount and provide variousother buttons such as an Options button, Edit button, and a Previewbutton. The giver can then purchase a virtual gift card for therecipient manually, via a “one click” purchase, or purchase the spadeitself and send it to the recipient.

As can be seen in the various modifications to the gift card optionspresented as the giver George navigates through a merchant website inFIGS. 17A-17D above, one aspect of this disclosure enables a dynamicallymodifiable scope when presenting an opportunity for a giver to decidewhether to give a virtual gift card to a recipient. The policy thatwould govern the redemption of such a gift card given by George in theabove example is dynamically changing based on the currently viewed webpage. The system retrieved data from what is currently being viewed withrespect to products, amounts, holidays (is it a Thanksgiving web page,Christmas, etc.?) the date, social networking data, etc., to dynamicallypredict and modify what policy would apply if the viewer were to createa gift card at that time.

FIG. 18 illustrates an example method associated with the featurediscussed above. In one variation, the system identifies a giverbrowsing a page of a merchant web site (1802). Then the system retrievesaccount information of the giver (1804) and analyzes content of the page(1806). External data such as social networking data, the date,location, purchasing history, etc. of the giver and of potentialrecipients can also be retrieved and analyzed. The system can display alist of gift card options to the giver based on the content of the page.The gift card options can include a physical gift card for a recipient,purchasing an item for the recipient, and/or sending a gift cardassociated with a payment mode of the recipient such that when therecipient uses the payment mode to make a purchase, a gift card amountis applied to the purchase (1808). The system can optionally update thelist of gift card options as the giver navigates to different pages ofthe merchant web site based on content of the different pages (1810). Ina “one click” scenario, the policies, recipients, and so forth candynamically change from page to page. On one page in which a stereo isbeing viewed, the system may present “George, give a $50 gift card toyour dad for Amazon.com to buy this stereo for his birthday next week.”George could one-click the interaction and the transaction is complete.As George browses to another page with a book about the Civil War, datamay be used to present another gift card option: “George, you can, withone click, purchase this Civil War book for John who loves history andhas a birthday in two weeks.” Clicking on this option may present a giftcard for John to purchase the book or may just purchase and send thebook to John.

In another variation, the system receives information associated withthe context of an internet search for an item. The system furtherutilizes the context for populating a virtual gift card interface forthe giver. The system next receives selection information from the giverassociated with generating a virtual gift card of having a scope.Finally, the system manages the redemption of the virtual gift cardaccording to the scope such that the recipient can redeem the virtualgift card using a standard payment mechanism. In this manner, the systemcan intelligently populate and transition between what to offer thegiver as they navigate from more general descriptions of goods andservices to specific categories of goods and services down to specificitems. This dynamically modifiable presentation of a potential virtualgift card will simplify and reduce the number or clicks necessary for agiver to commit to giving a virtual gift card to a recipient.

One example of the narrowing of the potential fields within a virtualgift card widget for a giver can be illustrated in the differencesbetween FIGS. 17B and 17C. For example, the To: field in the widget 1718of FIG. 17B does not show a prepopulated name given the context of theAmazon garden page 1714. The interface can include a prediction for thegiver to send a card to Dad via the “one click” button 1722. The cardwould cover the scope identified in widget 1718, i.e. the card can belimited to use for garden items at Amazon and would be for $70. However,note that in FIG. 17C, the To: field in the widget 1730 is pre-populatedwith the name George. If the context information, which in this case isthe Amazon shovels page, can provide a sufficient indicator of thelikely desired recipient of that item or items or that category ofitems, then that information can prepopulate with widget for presentingthe virtual gift card structured to the giver.

Predictive Gift Cards

With respect to predictive uses of virtual gift cards, FIG. 19illustrates a system 1900 that can be used for a predictive approach ofpresenting an interface for a giver of a virtual gift card. Onlinepresence block 1902 represents an interface to the giver 1901 and whatthat interface presents to the giver. Specifically, with respect topredictive virtual gift cards, the interface 1902 can present to thegiver 1901 certain predictions about what types of virtual gift cardsthe giver 1901 is likely to give. The system can tap in to and processvarious pieces of information in order to arrive at those predictions.For example, a recipient profile 1904 can be used for various recipientsthat are known to receive gift cards or virtual gift cards from thegiver 1901. A giver profile 1906 can include information about thegiver's previous habits, own purchases, and so forth. The system cananalyze social networking data 1910 or other personal data sources toidentify such information as birthdays, habits, preferences,location-based information, and activities of the giver 1901 as well asvarious levels information about friends, family and associates. Forexample, through the social network data, the control engine 1908 and/orthe online presence information 1902 can retrieve birthdays of thegiver's closest friends and family. This social networking data can bevery valuable when predicting what virtual gift cards the giver desiresto give. The giver history 1912, the recipient history 1914 and a friendwish list 1916 can also communicate with one or more of the onlinepresence 1902 or the control engine 1908 to provide additionalinformation that the control engine 1908 can use when predicting virtualgift card information. The control engine 1908 can utilize all or partof the various information, optionally assign weights to the variousinformation, and combine it together to arrive at a prediction at anygiven time and based on any particular online presence information forthe giver 1901 regarding what kinds of virtual gift cards the giverdesires to or should give.

FIG. 20 illustrates one example of how this approach works. Assume thatwindow 2000 is the Neiman Marcus website and widget 2002 is presentedthat enables the giver to tap into and send a virtual gift card forNeiman Marcus or some other merchant. The widget 2002 can be aJavaScript or other popup, for example. A control engine can drive thebehavior of the widget 2002 independent of the retailer web site. Forexample, the website 2000 is Neiman Marcus and the widget 2002 isoffering gift cards for other retailers. The goal would be to use thepredictive gift card mechanism in order to reduce the number of clicksnecessary to actually have the giver purchase a virtual gift card andsend it forth for processing. Assume that a giver viewing window 2000clicks on the virtual gift card button 2002. The system can present apredicted gift card summary after the giver clicks, selects, hovers thecursor over, or provides some other suitable input related to thevirtual gift card button. Given the context of information from one ormore social networking data, online presence, giver history, recipienthistory and wish lists, and various profiles and so forth, FIG. 20illustrates a predictive list of most likely recipients and that Dad2006 should receive $100 2008 for Home Depot 2009. A Send button 2010 ispresented such that if the giver decides to give the predicted giftcard, a single click sends off that gift card to the right person withthe right scope and for the right amount that Dad can redeem using hisstandard payment mechanism (Visa, American Express, MasterCard, etc.) atHome Depot. More information 2012 can be provided in case the giverdesires to tailor the particular virtual gift card in a more detailedway. Policies can be set, modified, and so forth for governing theredemption of the gift card.

Other exemplary options shown include the potential that the giver woulddesire to give a gift card to Rachel for $75. The system can provideother information 2014 such as why this is as predicted. For example, ifRachel is a friend and not a Father then it might be less likely thatthe giver would know why Rachel's name came up below the Father.Birthday information, wish list item information and historicalinformation are presented 2016 that can help inform the giver regardingthe particular person's position within the predictive list. Othersuggestions in field 2018 are also available. The giver can hit Send2010 to send a $75 virtual gift card to Rachel. The giver can furtherexpand the list to view more than the top persons on the predictive listand/or drill down for more information, secondary suggested gift cardamounts or merchants for a particular predicted person, and so forth.

FIG. 21 illustrates an exemplary method associated with the predictiveprocess for virtual gift cards. In a first aspect, the system retrievesa giving history of a giver (2102) and identifies a current context ofthe giver (2104). The current context can include multiple informationsources, such as a current web page view, a time, a day, recentlypurchased gifts, recently received gifts, a browsing history, recentcommunications, scheduled calendar events, debt owed, and so forth. Thesystem then generates a predictive list of gift card suggestions basedon at least one of the giving history, the current context, and otheroptional information (2106). A gift card suggestion can include one ormore of a recipient, a recipient history, a gift card amount, and a giftcard merchant, for example. Then the system presents at least part ofthe predictive list of gift card suggestions to the giver (2108). Thepredictive list can be based on a current activity and presented in thecontext of the current activity. Alternatively, the system canperiodically (such as annually, monthly, weekly, or daily) analyze thegiver's current context and send a notification, such as an email withinteractive HTML components, of gift card suggestions. The gift cardsuggestions can include, for example, suggested amounts, recipients, andmerchants. The system can provide a way for a giver to drill down andexplore the reasons or motivation behind each suggestion. For example,the giver can click for more information on a suggestion for giving a$30 virtual gift card to a potential recipient for her birthday. Thesystem can display to the user that the previous year's virtual giftcard was $20 as a baseline, and explain that the suggested increase from$20 to $30 is based on inflation and on a personal or work relationshipwith the recipient that has grown closer over the last year. The systemcan also monitor the development of the giver's relationships withothers, such as based on emails, social networking activity, lifeevents, a change of school or workplace, and so forth, and suggest newvirtual gift cards that are not based on a previously sent gift card.

In another variation, the system receives information from one or moresources including the social network data, giver history, recipienthistory, wish lists, giver profile and recipient profile. The systemwould process the received information to identify one or more of apredicted recipient, dollar amount, context, scope, and other dataassociated with the virtual gift card. The system presents to a giveraccording to a particular context, a predicted list associated with apotential recipient to whom the giver might give a virtual gift card.Next, the system receives a selection from the giver of one or morerecipients of a virtual gift card according to the presentedinformation. The system can then process the virtual gift cards andtransfer the indicated amount from the giver to the recipient upon therecipient purchasing an item under the constraints of the virtual giftcard using a standard payment mechanism. The system can presentpredictions via a dedicated gift card prediction portal or as an add-onto an existing destination, such as msnbc.com, yahoo.com, or amazon.com.In some cases, the system can predict and/or suggest participation in agroup gift card. If the group gift card is not yet established, thesystem can prompt the giver to create the group gift card, perhaps basedon a previously sent group gift card as a template for the amount,potential givers, message, merchant, and so forth. Group gift cards arediscussed more fully below.

Virtual Gift Cards with Loyalty Cards

FIG. 22 illustrates another example use of the system 2200 at a point ofsale 2202. A gift card recipient pays for purchases using cash 2204,check, a payment card such as a Visa or debit card 2206 in conjunctionwith a club card 2208. The club card 2208 can make the recipienteligible for certain promotional discounts or savings. The virtual giftcard can be tied to the club card 2208 to identify transactions to whichthe system applies the gift card. One example of such a club card orloyalty card is a Safeway club card in which the recipient receivesdiscounts of items purchased at Safeway when they give the person at theregister either the club card or a phone number which identifies them asa member of the club. Thus, the term “club card” does not require therecipient to be part of a club and is not limited to a physical cardembodiment.

In this example, the gift card server 2210 communicates with a creditcard operator 2214 and a merchant server 2212 as well as hardware at apoint of sale such that the virtual gift card can be applied to aparticular purchase independent of whether the recipient used cash, aclub card or a payment card in the normal fashion. For example, assume$10 in a virtual gift card has been presented to a recipient John. Johngoes to a point of sale but uses cash 2204 or a check to buy $10 worthof groceries. If the point of sale uses a club card information 2208 inorder to process the transaction, the entry of the club card informationcan be communicated to a merchant server 2218 and/or a gift card server2210 such that the virtual gift card amount can be applied to thatpurchase. The teller at the point of sale 2202 can simply inform therecipient that, as part of this transaction, a virtual gift card wasused to pay $10 and thus the recipient does not have to pay anything forthat transaction. This can be accomplished because usually the club cardinformation is provided during the transaction to arrive at the finalamount (since the club member gets discounts). Therefore, the finalamount can include the application of the $10 in a virtual gift card.

In one example, the recipient completes the sale at a point of sale.When the teller receives the $10 in cash and identification of the clubcard, the sale can internally be completed but at the same time anadditional transaction occurs in which the point of sale 2202 or themerchant server 2212 receives a credit of $10 from the gift card server2210. As the recipient is receiving a receipt at the point of sale 2202,the information that $10 has been credited for that transaction canalready be provided. The teller can then essentially give the recipienttheir $10 cash back. In one scenario, the merchant prints a receiptincluding a message such as “Happy Birthday, Love Mom” to notify orremind the recipient of who is giving the virtual gift card and toconfirm that the virtual gift card was successfully applied.

FIG. 23 illustrates an example method embodiment for processing avirtual gift card in connection with a club card. In this example, thesystem identifies at a point of sale and in connection with a purchase,a payment mode and a loyalty card from a recipient as part of thepurchase (2302). The system identifies a gift card amount associatedwith at least one of the payment mode and the loyalty card (2304). Thesystem applies the gift card amount to the purchase (2306). Therecipient can use the loyalty card with the merchant in the form of aseparately scanned physical card, or a recipient-entered passcode,password, telephone number, or other information unique to therecipient. The system can intercept this transaction at the merchant orpoint of sale level because the recipient may pay with cash, check, EBT(e.g. food stamps), or other form of payment without an existingaccount, but the system can intercept these transactions at other levelsif the recipient pays with a credit or debit card.

Upselling with Virtual Gift Cards

FIG. 24 illustrates another opportunity for accessorizing, upselling, orotherwise modifying a virtual gift card based on various pieces ofinformation that can be presented when the giver purchases the giftcard, but which normally cannot be presented in a standard physical giftcard scenario. The system presents exemplary window 2400 just followinga giver's decision to purchase a $50 virtual gift card. The information2402 can say something like “You Have Chosen $50 for an OutbackSteakhouse virtual gift card”. The system can deduce from informationsuch as the merchant, the amount, the recipient, a recipient event, amessage from the giver to the recipient, that the giver intends the giftcard to be for dinner for two. The system can then determine that theaverage dinner for two at Outback Steakhouse is $56.50. The system canask the giver if the giver wants to increase your virtual gift card by$6.50 2404 to meet the average dinner for two price. In anothervariation, the system can round the suggested increase amount, based onthe actual average price, to a next round number, such as the next wholedollar or the next five dollar increment. Of course, the giver is freeto adjust the increase amount up or down and can decrease the amount ifthe giver feels the amount is too high. Button 2406 receives the OK toincrease the gift card for that amount. The window 2400 can also includeadditional information to guide the choice, such as average drink cost,dessert cost, tip amount, and so forth.

This interface is helpful because the giver of the gift card may notknow the average cost for a particular restaurant and still desire topurchase an entire meal for the recipient and a friend or spouse. In onevariation, the system accesses a database that includes data such asaverage meal costs, previous gift card purchases for such a merchant,and so forth, but the system can also directly poll the merchant todetermine and/or confirm this or similar information. Any suchinformation is contemplated as being used to adjust either up or downthe suggested amount for a virtual gift card. For example, the oppositemay be true when the giver has chosen a $50 gift card for dinner for twoat McDonalds. The information 2402 can indicate that the average meal atMcDonalds is $12 and actually suggest that the gift card be reduced ifthe desire is to present a dinner for two at McDonalds. However, thevirtual gift card for $50 may be appropriate for dinner for six atMcDonalds.

“Dinner and a Movie” Gift Cards

The disclosure now turns to a discussion of a “Dinner and a Movie”example embodiment. While the example presented herein is “Dinner and aMovie”, the same principles apply to virtually any scenario where theexact dollar value of the virtual gift card is not known or indefiniteuntil the time of the purchase. FIG. 25A illustrates another gift cardinterface 2500 that differs in that no particular dollar amount ispresented. This example illustrates a gift card where the giver wants tobuy dinner and a movie for two for Rachel for her 10th anniversary 2502and a button 2504 to buy the gift card for dinner and a movie without aspecific amount. The system can associate a number of restrictions withthis gift card. The processing and/or establishment of a policy by thegiver can provide an outside limit to the purchase such as $210, as wellas other limitations such as location, time and so forth. In an optionalvariation of the interface 2500 illustrated in FIG. 25B, the systemdetermines an estimated or actual average and/or maximum possible amountfor the dinner and a movie for two and allows the giver to confirm 2504these amounts. The interface 2500 illustrates an example estimatedaverage cost for dinner and a movie of $89.20 and an example maximumcost of $210. The system can determine the maximum amount based onvarious information such as average price of restaurants around therecipient's location or restaurants the recipient frequently visits, theaverage cost of movies, the recipient's shopping habits, and otherfactors to arrive at the estimated average cost and/or a maximum cost ofa virtual gift card for dinner and a movie for two. Of course, this canvary depending on zip code, restaurants in the area, and so forth. Thesystem can rely on a database of such merchant information, such as amenu, price list, and so forth, to be able to present the gift cardinterface 2500.

The system can apply the virtual gift card to a purchase of dinner and amovie and items such as parking or concessions such as popcorn, candy,or drinks that all occur within a span of five hours. The system canprocess money from the giver's account or a third-party account to therecipient's account after the process and/or purchases are complete. Ifthe giver presents a virtual gift card for dinner and a movie for two,and a the recipient goes out to dinner the next night but does not go toa movie, then the virtual gift card does not refund or transfer money tothe recipient's account. If the recipient goes out to dinner severalmore times but then three weeks later goes out to dinner and then to amovie, the system can apply the gift card amount because the policyassociated with the virtual gift card is that the dinner and a moviemust occur within 6 hours of each other. In one such timeline for asuccessful dinner and a movie gift card application, the recipient paysfor dinner at 6:00 pm on a Friday, and purchases movie tickets at 7:00pm the same day, and purchases popcorn, drinks, and candy at 7:15 pm thesame day. Once the recipient fulfils all the requirements, therecipient's debit card or visa card that was used to make all thesepurchases can then be credited with the appropriate amount to pay forall of the dinner and a movie within the bounds set by the giver. Inanother example, the recipient pre-purchases the movie tickets the daybefore, so the actual purchase is not within the six hour window. Thesystem can base a determination that the necessary requirements werefilled based on other factors than the purchase time, such as the actualshow time and date associated with the purchased tickets. This can bemore important for sporting event tickets that people often purchaseweeks or even months in advance.

The system can present appropriate notifications, such as emailcommunications, to let the recipient know that the virtual gift card hasbeen redeemed and that the giver hopes they had a wonderful time attheir dinner and a movie. This all becomes possible because of the useof a network based virtual gift card in which the redemption is tied tothe recipient's standard existing credit/debit card. Various triggerscan be used in a policy to track the various purchase events and toensure that their inter-relationships comply with the policy.

FIG. 26 illustrates a system 2600 for processing such a gift cardrequest from item or service with no definite amount. Block 2604represents a user interface that receives from giver 2602 a gift cardrequest for such an item or service that has no definite amount at step1. The request can be communicated to a server 2606. The server can thenreach out and communicate with various vendors at steps 2 and 3, a firstvendor 2608 and a second vendor 2610 as well as other vendors to receiveestimated costs for the dinner, the movie, the bracelet, or any otheritem for purchase or service. Alternatively, the server 2604 performs adatabase lookup to estimate costs without communicating with the vendors2606, 2608 directly. That maximum amount is communicated back to thegiver 2606 in step 4. When the giver 2602 optionally confirms in step 5that the gift card is approved, server 2606 then accesses at step 6 thegiver account 2614 to either withdraw money or reserve the maximumamount for such a virtual gift card (which is $210 as shown in theexample shown in FIG. 25B). Then, as is noted in the scenario above,when the recipient actually purchases the item or service, such as adinner and a movie from the vendors 2606, 2608 via the recipient account2612 at step 7, a final actual amount is identified is step 8 by theserver. Step 8 also involves applying the actual amount from the held orreserved amounts from the giver account 2614 to the recipient'spurchase. Step 9 involves releasing the remaining amount and step 10optionally notifies the giver of the release.

In the example provided in FIG. 25B, assume that the estimated amountwas $89.50. The maximum amount for the dinner and the movie was $210.According to FIG. 26, the system holds or reserves $210 from the giveraccount 2614. Assume that after the recipient actually went to a dinnerand a movie, the actual cost was $110. From the giver's account 2614 andin accordance with the policies, the system applies $110 to therecipient account either to reimburse or to pay for the dinner and amovie according to a variety of methods. This leaves $100 as theremaining amount to be released back to the giver account 2614 into itsgeneral funds. The system can notify the giver 2612 of the release andof the amount that was actually used by the recipient for the dinner anda movie. Furthermore, the recipient can receive in association with theinitial dinner and a movie virtual gift card, a notification stating,“George has given you a virtual gift card for your birthday for dinnerand a movie. Redeem this gift card by going to dinner and a movie within5 hours of each other. Once you have completed that series of purchasesusing your Visa card, the entire cost for the dinner and a movie will becredited to your account. Happy Birthday.”

FIG. 27 illustrates an example method embodiment associated with theindefinite virtual gift card. The system first receives, from a giver, afirst identification of a recipient and a second identification of agift object costing an indeterminate amount of money at a first time(2702). The system optionally determines an estimated maximum amount ofmoney of the gift object (2704). The system can also optionally confirmwith the giver that the estimated maximum amount of money is acceptableas a gift card (2706). The system reserves the estimated maximum amountof money from a giver account (2708). The system identifies a recipientpayment mode (2710). Upon the recipient using the recipient payment modeto make a purchase of the gift object at a second time that is laterthan the first time (2712), the system identifies an actual cost of thegift object (2714) and applies the actual cost of the gift object fromthe estimated maximum amount of money to the purchase (2716). The systemcan optionally release the remaining portion of the estimated maximumamount of money to the giver (2718).

In an alternate method embodiment, the system receives from a giver avirtual gift card request for an item or a service with no definiteamount. The server next optionally can retrieve information from variousvendors and transmit to the giver a predicted amount of the cost for theitem or service. The system can also optionally receive a confirmationfrom the giver for the estimated amount. The system next receivesinformation that a recipient of the virtual gift card has used astandard purchasing mechanism to buy the item or service. The systemthen identifies an actual amount used in the transaction and appliesfrom the giver account an amount of money associated with the actualamount to the recipient account. The system finally releases anyremaining amount to the giver account that was held or reserved as amaximum cost associated with the indefinite amount.

FIG. 29 depicts an example timeline 2900 for a “dinner and a movie”virtual gift card scenario to further illustrate these principles. Thetimeline represents multiple days and events occurring in those days. OnMonday, the giver purchases 2902 a virtual gift card for the recipientfor “Dinner and a Movie for Two”. The system establishes a policy or setof policies guiding the virtual gift card. The policies for this virtualgift card can include a dinner and two movie tickets purchased within 12hours of each other. Other more detailed policies can include the twomovie tickets must be purchased for the same showing of the same movie,the dinner must include at least two entrees, or the two movie ticketsmust be purchased within the same 12 hour window. On Tuesday night, therecipient purchases dinner for two 2904, which triggers a 12 hourwindow. If the system is monitoring the recipient purchases in real time(or substantially real time), the system can provide a notification tothe recipient that a first part of the policy associated with thevirtual gift card has been fulfilled. The notification can include someother suggestions and reminders of the remaining policy requirements forredeeming the virtual gift card for “Dinner and a Movie”. However, therecipient does not purchase movie tickets for a movie within the twelvehour window, so the system resets that policy.

The next set of exemplary transactions 2906 shows that the recipientpurchased breakfast on Thursday morning and movie tickets within thetwelve hour window, but the system may or may not recognize thebreakfast as a qualifying “Dinner” based on the policies. If the systemrecognizes the breakfast as a qualifying transaction according to thepolicy, then this set of transactions 2906 triggers the redemption ofthe virtual gift card. However, if the policy indicates that the“Dinner” must be purchased between the hours of 4:00 pm and midnight,then this set of transactions 2906 does not trigger the redemption ofthe virtual gift card. Turning to the third set of exemplarytransactions 2908, the recipient purchases dinner for two on Saturdayand restarts the twelve hour window. The system can send a notificationto the recipient, such as by email, text message, via a social network,or other communication, that the transaction has started the twelve hourwindow for completing qualifying transactions for redeeming the virtualgift card. In that twelve hour window, the recipient sees a movie withhis spouse. This can satisfy the policies associated with the virtualgift card and trigger its redemption to cover the movie and dinner. Atthis point, the system can send a notification to the recipient of thetransactions that satisfied the policies, details of the transactions,such as the time, location, amount, merchant, and so forth. Thenotification can also include a description of any optional transactionsthat can be associated with the virtual gift card.

For example, the third set of exemplary transactions 2908 includes adessert purchase after the movie. The policy of the “Dinner and a Movie”virtual gift card can indicate optional transactions that are includedin the virtual gift card if the recipient makes such a transaction. Thevirtual gift card policies indicate an optional dessert purchase afterthe movie and still within the twelve hour window. The recipient haspurchased the dessert within the twelve hour window, so the systemincludes the dessert purchase when calculating the virtual gift cardamount and can send the recipient a notification to that effect.

The system can also send notifications to the giver as the recipient ismaking potentially qualifying transactions. Using this information, thesystem can send the giver a notification that the recipient has justpurchased dinner for two at Outback Steakhouse in Annapolis. The givercan then communicate with the recipient, via phone call, text message,email, or other medium to suggest a movie theater, movie, dessert place,or just to wish the recipient well. However, this approach may beinvasive to some people because the system may alert the giver even oftransactions that start the twelve hour window, but do not triggerredemption of the virtual gift card. The system can also send thenotifications to the giver only when the recipient has made allnecessary transactions that satisfy the policy or policies.

The twelve hour windows of FIG. 29 are shown moving forward in time froma “Dinner” event, but can also be retroactive. In other words, thetwelve hour window can cover a movie transaction that occurred beforethe dinner transaction. In some cases, the recipient purchases movietickets hours or even days in advance, so the system can analyze atransaction history to determine if a movie ticket purchase in the pastsatisfies the policies. The system can determine, for example, if themovie tickets were purchased for a show time that falls within thetwelve hour window. Either the dinner purchase or the movie ticketpurchase can start the twelve hour window according to the establishedpolicies. The window length discussed herein is exemplary and can belonger or shorter. The window can span multiple days or weeks and caninclude multiple noncontiguous segments. The policies for the virtualgift card can include transactions using one or more payment mode (suchas a Visa debit card and an American Express credit card) for one ormore recipient (such as a husband and wife).

Where the system uses a transaction history to identify a qualifyingtransaction, when users register for the system to be givers and/orrecipients, and provide account information, or in an existing record oftheir credit/debit cards, the user can provide authorization for aservice to login to their accounts and perform the appropriate scan. Anexample service is by mint.com, which receives account and log ininformation for its users, automatically connects securely to theentered accounts and tracks purchases, categorizes them, and providessummaries and reports. In a similar fashion, the control entity orsystem in this case could operate (in one example) by also retrievingsuch data so that the system could periodically, or on a triggeredbasis, use your login information to access your account and scan forqualifying transaction to implement the gift card for that transaction.The system in this case can exchange data with a service such asmint.com that already identifies and categorizes your transactions foryou. In other words, such a service may be processing your data andcategorizing restaurant purchases. Therefore, if there is a gift cardfor Rachel for $50 at a class level of restaurants, then a service thataccesses your account and categorizes all of her purchases can easilyidentify that transaction and provide that information to the presentsystem for triggering the use or application of a gift card for Rachel.Such searching and categorizing algorithms can be implemented by a giveraccount/recipient account bank, or a separate service, or in a varietyof ways to accomplish the basic function of securely identifying aqualifying transaction for the policy of a gift card.

In one scenario, the recipient has a gift card that is redeemable usingtwo accounts, a Visa and a MasterCard. Under a “dinner and a movie” typegift card, if the recipient pays for dinner with a Visa, and the moviewith a MasterCard, then the system can retrieve the purchasing historyof each separate recipient account, and then perform a comparison of thepurchases where the policy spans multiple purchases at specific off setbased times (dinner plus a movie within at least 6 hours). An analysisof Visa purchases might reveal a restaurant purchase at 6 PM on Fridaynight. The MasterCard purchasing history might reveal a movie purchaseat 8 PM Friday night. The system can retrieve such information fromindependent data provided by the different card issuing banks of therecipient, or the system may have the account and login data of therecipient and access those accounts, retrieve the data, and perform acomparison of the different purchasing histories to determine whetherthe policy has been met for the purchasing activity. In the exampleprovided above, the policy would be met and the system would then managethe financial transaction in which money would be transferred from thegiver account to the recipient Visa and MasterCard accounts to pay forthe “dinner and a movie.” This scenario applies to two or more accountsand any variety or relationship between purchases that can be retrievedand compared according to a policy.

Other examples of virtual gift cards with indeterminate values besides“Dinner and a Movie” include “Ski Vacation for Two” that covers meals,lift tickets, and weekend stay at a ski lodge, “Any single item at theLego® store”, or “a video game package” including any video game system(such as a Nintendo Wii, Microsoft XBOX 360, or Sony Playstation 3), twogames, and two controllers. In each of these examples, the actual valueof the virtual gift card is not determined until the purchase is madeand the virtual gift card can cover multiple separately occurringpurchases from different merchants. The system can automaticallygenerate or suggest a set of policies based on what the giver intendsthe virtual gift card to cover, the recipient's shopping habits, and/orother relevant data.

In a related example, the giver gives the recipient a gift card for$25.00. The recipient completes a purchase of an item costing $24.99,but the transaction is $26.55 after adding tax. The system can detect ifthe transaction for the item is above the existing gift card amount lessthan a threshold value or percentage. If the purchase is below thatthreshold level, the system can prompt the giver asking “The recipientpurchased ITEM for only $1.55 more than your virtual gift card amount of$25. Do you want to increase the virtual gift card to cover thisoverage?” The giver can then decide whether to increase the virtual giftcard amount automatically to cover the entire transaction. The systemcan automatically detect how, when, and whether to send such promptsbased on personal or gift card settings, a threshold amount above thevirtual gift card amount, the giver's relationship with the recipient,the recipient's available funds, and so forth.

The disclosure now turns to a more detailed discussion of the processingof a “Dinner and a Movie” gift card of an indeterminate amount. A givercommunicates with a control engine that includes or has access toinformation and intelligence. The information includes at least dataassociated with identification of the giver and at least one giveraccount and the recipient account. The giver can communicate with thecontrol engine through an optional interface such as a company website,mobile application, telephone interface, natural language interface,text-based interface, and so on. One example of the control engine isthe Amazon.com environment with additional configurations to perform thesteps of providing a virtual gift card according to the principlesdisclosed herein. The reason for comparing the control engine toAmazon.com is that Amazon.com already includes user accounts with storedcredit card numbers such that it can manage or provide instructionsregarding the transfer of money from one account to another in a securefashion. Other suitable entities can include PayPal, Facebook, GoogleCheckout, Yahoo shopping, shop.com, eBay, buy.com, and any other entitythat stores user accounts and associated credit or debit card numbers tomanage transferring funds. An optional third-party holding account isalso disclosed as well as a merchant website or brick and mortarlocation.

As an example of the processing from start to finish, assume that thegiver communicates with the control engine to direct that the virtualgift card of $50 be given to the recipient for use at the Olive Garden.Information would flow and be stored in the control engine with thedetails regarding the virtual gift card. The recipient account canrepresent a Visa card, debit card or any other payment mechanism asdisclosed herein, including accounts such as a PayPal account.Information can flow from the control engine to the recipient accountproviding instructions to monitor the purchasing activity of therecipient because there is a pending $50 virtual gift card associatedwith the recipient account. Then, when the recipient purchases dinner atOlive Garden, an authorization from the Olive Garden system to therecipient account is initiated. Once the authorization information iscomplete, and the recipient and the basic, well-known informationassociated with the recipient account is confirmed, then the payment canbe made from the recipient account to the Olive Garden. Because thisfinancial transaction occurs at the Olive Garden, the recipient account,having a pending gift card, can trigger notification to the controlengine regarding the purchase at the Olive Garden. The control enginecan then handle the payment of the gift card in several ways.

One example mechanism is to provide an instruction to the giver accountto transfer $50 to the recipient account. If the $50 is held in athird-party account, then the control engine can provide an instructionto the third party or holding account to transfer $50 to the recipientaccount. Other mechanisms can use various policies and/or triggersassociated with different accounts as directed by the control engine tocomplete the transaction in a different manner. For example, onceauthorization notice is received from the Olive Garden system, therecipient account can notify the control engine causing the controlengine to instruct the giver account or the third-party account to makethe payment to the Olive Garden directly.

In a similar fashion, assume that the recipient only spends $35 at theOlive Garden. The various triggers in communications back to the controlengine indicate that only $35 needs to be paid from the giver account orthe third-party account to either the recipient account or the OliveGarden. The control engine has the information associated with themanagement of the virtual gift card such that communication can occurwith the recipient via email, text messages, and so forth to notify therecipient of $15 remaining in the virtual gift card. Assume therecipient later returns to the Olive Garden and spends $40 in anothertransaction. The triggers and notices received from the Olive Garden andthe recipient account can cause the control engine to instruct the giveraccount or the third-party account to pay the remaining $15 as appliedto the next purchase such that the recipient account is reimbursed orthe Olive Garden is directly paid the $15.

Assume that the virtual gift card is given under a program in which,after the initial visit to the Olive Garden, the system transfers theremaining money directly to the recipient account. In this scenario, thesystem can, in compliance with that policy, simply transfer the full $50to the recipient account or can transfer $35 from the giver account orthird-party account directly to the Olive Garden and then transfer theremaining $15 from the giver account or third-party account to therecipient account. The control engine can manage, via the variousinstructions to the accounts, the transfer and communication of thedifferent funds. An advantage of this approach is that the giveraccount, third-party account and recipient account only needs to reportactivities of the recipient and receive instructions. No intelligence ormonitoring of any particular policy is necessary with these accounts.The control engine manages and determines where money flows from oneaccount to another according to policies associated with the virtualgift card.

The system may not include the third-party account or the optional userinterface but the principles equally apply. The system can include avirtual gift card that is given from the giver to the recipient fordinner and a movie without any particular dollar amount. An optionalestimated or actual maximum amount can be provided but it is generallyassumed for this example that the giver desires to give a virtual giftcard for two people to be able to go out to dinner, go to the movies,and optionally have dessert. Assume that the estimated or approximateaverage cost of these three activities is $200. The giver provides the“dinner and a movie” gift card to the control engine. The giver and/orthe system can select or generate a policy for managing the virtual giftcard. Assume that in this case the policy is that the dinner ispurchased and within the following 12 hours the recipient goes to themovies as well as purchases dessert or some other activity which wouldfall under the “dinner and a movie” virtual gift card. One of thepolicies can include an approval by the giver of the purchases.

The system communicates the data associated with the virtual gift cardto the recipient account. The recipient account then begins to monitorthe purchasing activity of the recipient with respect to restaurants,movies, and possible locations for dessert. The information can, in oneimplementation, cover only these types of purchases and no otherinformation needs to be known by the recipient account. In otherimplementations, additional data associated with managing the “dinnerand a movie” gift card can be provided. Assume that the recipient goesto the Olive Garden for lunch on a Monday. Information is communicatedfrom the Olive Garden to the recipient account. That information can beforwarded to the control engine that notes the time of that purchase andbegins to track the purchase. However, assume that no purchase at themovies or dessert occur within the following 12 hours. The purchasingactivity does not match the “dinner and a movie” gift card and thecontrol engine begins the process anew at the next restaurant purchasingactivity of the recipient.

Assume that on Friday, the recipient again goes to a restaurant at 6 pm.Information is communicated to the recipient account to complete thatpurchasing transaction. The data is communicated from the recipientaccount to the control engine. Another tracking file is associated withthis activity. Assume then that the recipient at 8 pm goes to the moviesand buys two movie tickets. That information is communicated to therecipient account to handle the purchasing transaction. That data iscommunicated to the control engine that is added to the data indicatingthat the movie purchase was within the 12 hour time period following therestaurant purchase. The file can continue to remain open to determinewhether further purchasing activity occurs as part of “dinner and amovie” gift card. Then, assume that at 11:30 pm the recipient eatsdessert at the same restaurant or at another restaurant and also chargesthat on the same card used previously or another payment mode associatedwith the recipient account. Information is communicated from thatmerchant to the recipient account to handle that purchasing transaction.Recipient account then communicates that purchase to the control engine.This data is also added to the file. The control engine at this stagecan continue to monitor purchasing activity for the 12 hours starting at6 pm on Friday or can consider the “dinner and a movie” activitycomplete. In either instance, communication can be sent from the controlengine to the recipient account, instructing the recipient account tostop monitoring the purchasing activity of the recipient in associationwith this virtual gift card. The recipient can stop forwarding dataregarding the purchasing activity of the recipient on that account.

The control engine can then provide an instruction to the giver account(or to the third-party account) to transfer money from the giver accountto the recipient account. It is contemplated that this approach willoccur and that the purchases made at each of the merchants will be donein a typical manner and money will be drawn from the recipient accountto pay for these purchases. If the recipient account is a credit card,then the credit can be extended on behalf of the recipient in a normalfashion. Thus, when money is transferred from the giver account to therecipient account via a communication link, it can be considered areimbursement for those purchases. The control engine can then performother types of communication back to the giver instructing the giverregarding the ultimate cost of the “dinner and movie” gift card that wasincurred by the recipient. Other types of communication can also beprovided such as communications to the recipient from the control engineat one or more stages of the process. For example, after the recipientpurchases dinner at the Olive Garden at 6 pm, the control engine cansend an email, text, voice message, or other communication to therecipient indicating that they have 12 hours from that point to buydinner and a movie and it will be covered by the virtual gift card fromthe giver.

The recipient can interact with such optional messages or the messagescan be purely notice based with no interaction necessary. For example,the system can provide the recipient with an opportunity to acknowledgethat they are going to a dinner and a movie that night. If suchinteraction occurs then the processing can be altered such that moneyflowing from the giver account or the third-party account can bedirectly applied to the various merchants. After the recipientoptionally confirms their intent to view a movie after dinner, thecontrol engine can connect to local businesses, a directory, or otherinformation source to generate and send an email or other communicationback to the recipient with information on what movies are playing in thearea, available show times, theater addresses, and/or ticket prices. Thecommunication can also include information on related optional portionsof the virtual gift card, such as dessert, by displaying availabledesserts and/or dessert specials for that day. The communication candescribe other items or services that are related to the object of thevirtual gift card but are not covered by the virtual gift card as anopportunity to promote or cross-sell to a potential customer who isalready out, has just saved some money, and is likely to be in a goodmood.

One benefit of the approach described herein is that there is no moneyleft over from the virtual gift card that needs to be managed after thepurchasing activity. Inasmuch as the initial virtual gift card amount isindeterminate, only the exact amount need be applied from the giveraccount to the recipient account or to the merchant. This eliminates theforgotten residual amounts associated with a gift card that can amountto billions of dollars a year in the overall economy.

At any stage of the process, communications can be transmitted from thecontrol engine to the giver and/or recipient and optionally receivedback from the giver and/or recipient to monitor the activity. Forexample, the control engine can notify the giver as soon as therecipient makes the first purchase at the restaurant. The giver can thenconfirm that they know that this is the night when the recipient isgoing out to a dinner and a movie. Then the giver can instruct thecontrol engine to take the appropriate steps to communicate with and/orprocess the purchases that night associated with the dinner and a movieand a dessert under the policy associated with the “dinner and a movie”virtual gift card. Therefore, it is contemplated, that at any stagevarious communications can occur to ensure that the process flowssmoothly and that both the giver and the recipient understand if thepurchases will or will not be covered under this virtual gift card.

Intercepting Gift Card Transactions

FIG. 28 illustrates an example payment processing chain 2800. This chain2800 is representative and can include more or less steps, includingvariations with multiple concurrent paths for different payment modes,such as a branch for processing credit cards and a branch for processingdebit cards. The system for processing virtual gift cards can intercepttransactions at any of multiple locations in the chain 2800, dependingon the type of virtual gift card, the type of underlying purchase ortransaction, the issuer of the virtual gift card, and other factors. Inthis chain, a user 8002 presents a credit/debit card or other paymentinstrument at a point of sale 8004. The point of sale can be at a brickand mortar retailer, such as a checkout cash register at Target, or avirtual storefront, such as Amazon.com or a mobile device store fordownloading applications. The point of sale 8004 must first verify thatthe payment instrument is valid and is backed by sufficient funds orcredit to complete the transaction. To this end, the point of sale 8004can communicate with a merchant/gateway 8006. The system can interceptpayments at the point of sale 8004 level and/or the merchant/gateway8006 level in order to process virtual gift cards associated with clubcards or loyalty cards, for example. The merchant/gateway 8006 cancommunicate with a bank 8008, and the bank 8008 can communicate with acredit card issuing bank 8010.

Either the bank 8008 or the credit card issuing bank 8010 confirms thatcredit is available and can reserve that credit for payment for thetransaction or confirms that funds are available for the transaction andwithdraws those funds from the user's account. Then the various entitiescommunicate back through the chain to the point of sale 8004 to confirmthat the user's payment device is valid and has sufficient funds orcredit to complete the purchase. Then the point of sale can complete thepurchase. The system can intercept these transactions at any stage inthe chain and can intercept transactions at multiple stages. The systemcan intercept a transaction at a point of sale to apply part of thevirtual gift card associated with a loyalty card. The system canintercept the transaction at a merchant/gateway 8006 level to apply amain portion of the virtual gift card amount, but can also intercept thesame transaction at the credit card issuing bank 8010 level to apply apromotional bonus for using an American Express card.

As has been noted above as well, the system can analyze the recipientpayment history for transactions that qualify under a gift card policy.If the recipient has a gift card for Olive Garden and another gift cardfor any hardware store, the system may every Saturday or at any intervalor triggered by any event, scan the appropriate payment history (whichcan span from the time the gift card is given and even prior to givingthe gift card if instructed), and identify qualifying transactions. Ifthe system determines that a purchase at a hardware store was made, thenthe gift card for that purchase is processed and the gift card amount ofmoney is applied to that transaction. If two weeks later a purchase ismade at the Olive Garden, that transaction will be detected in thetransaction history and the policy for that gift card will apply.

Reverse Gift Cards

FIG. 30 illustrates an exemplary user interface 3000 for requesting areverse virtual gift card. The scenario in which FIG. 30 will bediscussed is a group of three friends who go out to dinner together,each order food and drinks, and at the end receive a bill or check forthe combined amount, including a tip, of $53. The approach described andthe user interface depicted in FIG. 30 provide a way to avoid thefriends having to remember to bring cash, perform mathematicalcalculations to determine their share, or pay using three separatecredit cards. One of the friends, Bob Jones, opens a reverse virtualgift card application on his smart phone or other mobile device, whichdisplays the user interface 3000. The reverse gift card applicationprovides an easy way for Bob to pay for the dinner and arrange for hisfriends to reimburse Bob for their portions.

Bob logs in and the device retrieves Bob's credentials 3002 associatedwith at least one payment account 3004, in this case a MasterCard creditcard. Then Bob can select multiple givers 3006, 3008 and enter theamount that each owes for the dinner bill. Alternatively, Bob can usethe mobile device to capture an image of the receipt, identify each itemon the bill, and assign each item on the bill to one or moreindividuals. The system can identify accounts associated with each ofthe givers that include or have access to payment accounts for thegivers, such as bank accounts, credit card accounts, debit cardaccounts, and so forth. Bob can also add other givers 3010. Theinterface 3000 can also display the total remaining on the bill 3012that may or may not correspond to Bob's share of the bill. Bob can thensubmit the reverse virtual gift card and the system notifies Giver 1 andGiver 2 of their proposed share of the bill, such as via text message oremail, such as “You and Bob had dinner together at TGI Friday's. Bob isrequesting that you pay $15 as your share of the bill.” The givers canconfirm the proposal, add more money to the total, or otherwise interactwith the notification to revise the amount. Upon receiving theconfirmations from the givers, the system debits the respective amountsof money from each giver and credits those amounts of money to Bob'saccount as a reimbursement for paying the entire dinner bill.

In another concrete example, having individual payment cards registeredmakes sharing the cost of a meal easy. Assume Rachel, George, Grant andGeoff are at dinner and it is time to pay for the bill. Via a hand helddevice an application can be initiated for them to help determine how toshare the bill. Rachel is going to use her credit card to pay. Uponinitiation, Rachel can login or enter her name, look at the receipt, anddo several things. The application can enable her to enter the totalamount (including tax or have the tax calculated). The tip amount can besuggested, included automatically or manually. The tip may beautomatically included on the receipt. All options can be presented.Rachel can look at the times she purchased and enter that amount for herportion. Often people will not want to the exact math but will want toenter an amount that is close. If Rachel's meal was $14.75 and shepurchased an appetizer for $3.90, she may just enter in $19 as her partof the meal. The application can also present an option for her to add aportion of the tip by an exact amount or by a percentage of her portion.A suggested amount can be provided.

Therefore, for each person at the meal, a user interact enables the userto enter their amount, and get a tip amount, if any, into the system andassociated with that person such that a final amount is arrived at.Next, George, Grant and Geoff enter in the amounts for their meals inthe same manner. This may be done on the same handheld device or theirown handheld devices. Their participation in this group dinner may bepre-populated or identified based on location-based informationassociated with their hand held devices. Rachel may be able to login inusing whatever mechanism is available or known to login. Once Rachelenters her amount, the system may know via social networking pluslocation based data, or based on any other data available, that George,Grant and Geoff are in the group. When Rachel hands her device toGeorge, he may only need to click on his name (or not), and enter in theamount of his meal with the variations on how to arrive at the tip. Eachperson interacts in the same manner with the device. Once everyone hasentered in their data, a summary can be provided of the total amount,including tip, and tax information if necessary. This can provide abrief check for someone reviewing the bill that they have enough tocover the entire bill. Additions and modifications can easily be made.For example, if George realized he missed an appetizer and the overallbill is short, he can click on button to modify his amount. If the tipamount is way above an appropriate amount, the application can be usedto reduce the tip by $5.00 and distribute that savings across the group.Each user is logged in or identified to the system such that eachrespective amount is associated with the appropriate person. Theapplication can include a calculator option for people to be more exactin adding their portion of the bill.

Given that each person is in the system, the various credit/debit cardaccounts are known. The system can then confirm a payment plan for thegroup. Rachel then simply pays with her credit/debit card. Everyonegroup member's payment mechanisms is available and the respectiveamounts are retrieved from each giver account and associated with thetransaction made by Rachel such that she is reimbursed. Rachel does noteven need to be identified in the application as the one who will bemaking the payment. A policy can apply under the application for eachparticular such that when the group is identified with the respectivemember amounts, the group activity is monitored. For example, after allthe data is entered, Rachel may have left her credit card at home. Theapplication knows the group, knows the amount, and if George then paysthe bill (rather than Rachel), the system can automatically turn Rachelinto a giver and George the recipient. Indeed, in one aspect, no personneeds to be identified as the giver. Each person only needs to entertheir respective amount and then one in the group will pay. One or morein the group could pay as well and the system could work out theappropriate payments to each payer such that the right reimbursement ismade to the correct respective payer.

Variations can easily exist in this context. Sometimes people treatsomeone for dinner since it is their birthday. The system can enable thegroup to each enter their amount of their meal, and then a total amounton the bill. Assume that it is Geoff's birthday and he does not enter anamount. Once everyone's amount is entered, and the total bill amount isentered as well, the system can determine the difference of what is leftto pay (Geoff's dinner/tip/tax) and equally distribute that amount tothe payers such that they each share in the cost of Geoff's meal. Thenthe appropriate amounts from the givers and paid to the recipient whouses their credit/debit card at the restaurant to pay for the meal. Asnoted above, the above functionality can be achieved using a singlehandheld device (or desktop or any other device) or may be accomplishedvia individual user hand held devices in which each user just starts upthe application on respective devices, logs in, and enters their owndata and confirms. Timing data (different members in the group eachaccessing the application at the same time or generally the same time),location-based data (each member of the group with their own device isdetermined to be in close proximity when accessing the application),social networking data (each member of the group works together or arefriends on a social networking site), manually entered data (Rachelselects the others in the group from a list or enters their names oridentification data to organize the group for the dinner payment),and/or any other received data or methods can be used to identify agroup of people who are going to be associated with a paymenttransaction. Thus, the system can disambiguate between multiple tablesof patrons at a restaurant where people may be accessing the system. Inthis scenario, George may be the first to enter his data. With thesocial networking, location based data, etc. Grant can then enter hisdata, and Geoff and Rachel enter their respective data. The system canpresent the final listing of the group to one or more people enteringthe data. Thus, Geoff or Rachel may have predictive or presented adefinition of the group that they can confirm via one click. Correctionscan be made or a top N groups can be presented from which they canchoose the definition of the group. No specific buyer of the meal (orobject, service, etc.) need be identified.

FIG. 31 illustrates a method embodiment of this approach. The systemreceives amount information from each person in a group of people whoare going to be associated with a payment transaction (3020). The systemassociates each member of the group with a respective payment account orpayment mechanism (3022). The system receives data that one person inthe group paid via their payment mechanism (3024). The system thenapplies a respective amount of money from each person's payment accountin the group to the one person who paid (other than the paying member)(3026). All the variations discussed above apply, such as dealing withtax and tip and various ways of prepopulating members of the group, orpredicting members of the group. For example, the system may know thatit is grandma's birthday and predict that the three children will eachbe there and want to share in the payment of the meal or a gift. Thisgroup payment option applies to any purchase transaction and not justmeals. The application can be varied based on the type of transaction.For example, the users may begin the application and choose a meal (inwhich case the tax and tip options are presented for handling thoseadditional items) or it may be a purchase of a car or a bike or giftthat is to be shared. There are many mechanisms which can be applied toorganize a group around any payment transaction. This approach can makea sometimes socially awkward experience of how to divide up a bill moreconvenient and easy to manage.

Various graphical presentations can also be provided which demonstrate,for example, how much of the bill each person is paying in a pie chartor graph. If such information is desirable, it can be shown. Policiescan be applied for each person in the group. For example, Grant in theabove discussion, may want his payment applied in 15 days which is afterhis next paycheck is received. Such individual options can be providedwhich each user interaction or set in advance as they are managing theirpayment.

This principle can be applied to other non-dinner variations, such asarranging and paying for flowers at a funeral. An organizer can set upan open reverse gift card for flowers for the funeral. As givers commitfunds to the flowers, the amount of funds available for the flowergrows. In the end, the system can determine, based on various packagecosts and the total available funds, which package of flowers is thebest fit. For example, if the givers have committed $65 dollars total,the system can select a $59 floral package for the funeral.Alternatively, the system can determine that a $75 floral package is abetter fit and send a request to all or part of the givers and requestan additional contribution of $10 to reach the $75 for the next higherlevel floral package. Alternatively, the system can purchase the $59floral package and distribute the remaining funds, $6, to one or moregiver.

Embodiments within the scope of the present disclosure may also includetangible and/or non-transitory computer-readable storage media forcarrying or having computer-executable instructions or data structuresstored thereon. Such non-transitory computer-readable storage media canbe any available media that can be accessed by a general purpose orspecial purpose computer, including the functional design of any specialpurpose processor as discussed above. By way of example, and notlimitation, such non-transitory computer-readable media can include RAM,ROM, EEPROM, CD-ROM or other optical disk storage, magnetic disk storageor other magnetic storage devices, or any other medium which can be usedto carry or store desired program code means in the form ofcomputer-executable instructions, data structures, or processor chipdesign. When information is transferred or provided over a network oranother communications connection (either hardwired, wireless, orcombination thereof) to a computer, the computer properly views theconnection as a computer-readable medium. Thus, any such connection isproperly termed a computer-readable medium. Combinations of the aboveshould also be included within the scope of the computer-readable media.

Computer-executable instructions include, for example, instructions anddata that cause a general-purpose computer, special purpose computer, orspecial purpose processing device to perform a certain function or groupof functions. Computer-executable instructions also include programmodules that are executed by computers in stand-alone or networkenvironments. Generally, program modules include routines, programs,components, data structures, objects, and the functions inherent in thedesign of special-purpose processors, etc. that perform particular tasksor implement particular abstract data types. Computer-executableinstructions, associated data structures, and program modules representexamples of the program code means for executing steps of the methodsdisclosed herein. The particular sequence of executable instructions orassociated data structures represents examples of corresponding actsimplementing the functions described in the steps.

Those of skill in the art will appreciate that other embodiments of thedisclosure may be practiced in network computing environments with manytypes of computer system configurations, including personal computers,hand-held devices, multi-processor systems, microprocessor-based orprogrammable consumer electronics, network PCs, minicomputers, mainframecomputers, and the like. Embodiments may also be practiced indistributed computing environments where tasks are performed by localand remote processing devices that are linked (either by hardwiredlinks, wireless links, or a combination thereof) through acommunications network. In a distributed computing environment, programmodules can reside in local and/or remote memory storage devices.

The various embodiments described above are provided by way ofillustration only and should not be construed to limit the scope of thedisclosure. For example, the principles herein are applicable to virtualgift cards associated with any type of payment mode, including cash,checks, credit cards, debit cards, loyalty cards, and so forth. Theprinciples herein can be applied to any virtual gift card that can beredeemed by using a payment mechanism to make a purchase in the normalfashion without the recipient using a separate physical card or enteringa code. Any function disclosed herein in connection with one embodimentcan be blended or incorporated into another embodiment. Given generallythat redemption of a virtual gift card is managed by a policy, anypolicy features discussed above can be blended to provide new policies,although such new policy is not specifically set forth in a singlediscussion of any embodiment. Those skilled in the art will readilyrecognize various modifications and changes that may be made to theprinciples described herein without following the example embodimentsand applications illustrated and described herein, and without departingfrom the spirit and scope of the disclosure.

1. A method comprising: receiving an indication that a giver hasselected a user-selectable object on a web page, the selectable objectbeing associated with a gift the giver desires to give to a recipient;presenting to the giver a proposed gift based on a context of the webpage; and upon giver confirmation of the gift for the recipient,establishing a policy such that when the recipient makes a qualifyingpurchase to buy the gift using a recipient account, wherein therecipient account exists prior to the giver confirmation, a gift amountis applied to the recipient account.
 2. The method of claim 1, whereinthe giver is associated with a giver account that existed prior to thegiver confirmation, and wherein the recipient account is independent ofthe giver account.
 3. The method of claim 1, wherein the proposed giftcomprises one of a product category, a family of products, a set ofproducts sharing at least one common attribute, a product line, and aspecific product.
 4. The method of claim 1, further comprisingidentifying a giver profile prior to the giver confirmation.
 5. Themethod of claim 4, wherein the proposed gift is further based on thegiver profile.
 6. The method of claim 1, wherein receiving a selectionof the recipient is part of the giver confirmation.
 7. The method ofclaim 1, wherein the context comprises at least one of a current view ofthe web page, a browsing history, and user interactions with the webpage.
 8. The method of claim 1, further comprising: upon the givernavigating away from the web page to a new web page, updating theproposed gift based on a new context of the new web page.
 9. The methodof claim 8, wherein the user-selectable object persists between the webpage and the new web page.
 10. The method of claim 1, further comprisingsending a notification that the policy has been established to at leastone of the giver and the recipient.
 11. A system comprising: aprocessor; a memory storing instructions for controlling the processorto perform steps comprising: receiving an indication that a giver hasselected a user-selectable object on a web page, the selectable objectbeing associated with a gift the giver desires to give to a recipient;presenting to the giver a proposed gift based on a context of the webpage; and upon giver confirmation of the gift for the recipient,establishing a policy such that when the recipient makes a qualifyingpurchase to buy the gift using a recipient account, wherein therecipient account exists prior to the giver confirmation, a gift amountis applied to the recipient account.
 12. The system of claim 11, whereinthe giver is associated with a giver account that existed prior to thegiver indication, and wherein the recipient account is independent ofthe giver account.
 13. The system of claim 11, wherein the proposed giftcomprises one of a product category, a family of products, a set ofproducts sharing at least one common attribute, a product line, and aspecific product.
 14. The system of claim 11, the instructions furthercontrolling the processor to perform steps comprising: identifying agiver profile prior to the giver confirmation.
 15. The system of claim14, wherein the proposed gift is further based on the giver profile. 16.A non-transitory computer-readable storage medium storing instructionswhich, when executed by a computing device, cause the computing deviceto perform steps comprising: receiving an indication that a giver hasselected a user-selectable object on a web page, the selectable objectbeing associated with a gift the giver desires to give to a recipient;presenting to the giver a proposed gift based on a context of the webpage; and upon giver confirmation of the gift for the recipient,establishing a policy such that when the recipient makes a qualifyingpurchase to buy the gift using a recipient account, wherein therecipient account exists prior to the giver confirmation, a gift amountis applied to the recipient account.
 17. The non-transitorycomputer-readable storage medium of claim 16, wherein the contextcomprises at least one of a current view of the web page, a browsinghistory, and user interactions with the web page.
 18. The non-transitorycomputer-readable storage medium of claim 16, further comprising: uponthe giver navigating away from the web page to a new web page, updatingthe proposed gift based on a new context of the new web page.
 19. Thenon-transitory computer-readable storage medium of claim 18, wherein theuser-selectable object persists between the web page and the new webpage.
 20. The non-transitory computer-readable storage medium of claim16, the instructions further comprising receiving from the giver aselection of the recipient.